BIC EZ Reach Ad Review: Snoop x Martha Stewart

In the summer of 2021, BIC released a new ad for its EZ Reach lighters featuring the iconic Long Beach rapper, Snoop Dogg, and Jersey City’s decor queen, Martha Stewart.

On November 19, 2008, the two met for the very first time on an episode of the Martha Stewart Show. Since then, Martha and Snoop have become quite the dynamic duo, making them the perfect pair to feature in BIC’s latest advertisement for BIC® EZ Reach™ lighters.

In the advertisement called “Pass It,” Snoop and Martha position BIC EZ Reach as the ultimate lighter brand for candles, grills…and more. To the average consumer, more can mean almost anything that ignites their passion. Both celebrities have a unique relationship with fire. For Martha, it is baking. For Snoop Dogg… it is being baked, so when he puts a heavy emphasis on the “and so much more” in the commercial, we know exactly what he’s alluding to.

Advertising Appeal: Celebrity Endorsement

An advertising appeal is a marketing approach that aims to entice consumers to purchase a product or brand by associating it with a celebrity. Professional athletes, actors, reality TV personalities, models, musicians, and even social media influencers are used in advertisements to endorse a product to its target audience.

BIC leveraged the likeness of Snoop and Martha to promote its new lighter. One of BIC EZ Reach lighters’ most memorable features is that it’s designed to access hard-to-reach areas. Like BIC, Snoop and Martha have maintained longevity in their careers by being chameleons who constantly reinvent themselves to remain culturally relevant.