BIC rolls out third consecutive EZ Reach Lighter campaign across Australia and New Zealand

BIC has unveiled its third consecutive campaign for the EZ Reach Lighter in partnership with Media Words, with fresh creative fronted by Martha Stewart and Snoop Dogg.

The announcement:

BIC has launched its third consecutive campaign across Australia and New Zealand in partnership with Media Words for the BIC EZ Reach Lighter, building on the success of previous years.

With two high-performing campaigns under their belt, BIC and Media Words used previous learnings to push success further for the launch of BIC’s new EZ Reach Lighter. Instead of resting on past results, the team looked beyond the obvious, using curiosity to drive impact – a brand that doesn’t just show up, but shows up in the right places, at the right time, in the right way.

This year’s campaign features across transit, large-format out-of-home, digital, social, and influencer/creator content — designed not only to capture attention in high-traffic environments but also to spark conversations online and flow seamlessly into BIC’s organic social channels.

At the heart of the creative sits BIC’s iconic EZ Reach Lighter, in a campaign fronted by Martha Stewart and Snoop Dogg. Their unlikely friendship began in 2008 when Snoop appeared on Martha’s show to bake brownies — a moment that sparked an authentic bond. Since then, the duo has gone on to host the hit show “Martha & Snoop’s Potluck Dinner Party” and star in multiple collaborations.

“For this campaign, the creative was brand new — which meant ensuring it played in the right environments without sacrificing reach. The ‘Dinner date’ execution in particular tapped directly into their shared love of food and entertaining, bringing their dynamic to life in a way that felt both relatable and disruptive,” Media Words founder and media director, Elise Hedley-Dale said.

“Their genuine chemistry, mutual respect, and unexpected pairing make them the perfect ambassadors to show that BIC EZ Reach is fit for any occasion — whether you’re lighting candles like Martha or… other things, like Snoop.”

In addition, content creators are positioning the EZ Reach Lighter as the ultimate versatile home companion — the item you don’t know you need, but always find yourself reaching (pun intended) for. Influencer content builds on BIC’s ‘Dinner date’ creative, with themes spanning date night, home décor, relaxation, and everyday hacks, which place the product upfront in the first seconds, while some creators weave in the campaign’s bold OOH presence to connect offline and online moments.

At the heart of this campaign is a true three-way partnership between BIC, The Reactor Group, and Media Words. While the creative direction for EZ Reach comes from BIC’s global team, The Reactor Group plays an important role in ensuring it lands effectively in the Australian market.

BIC head of marketing for Asia & Pacific, Felipe Favoretto, said: “Year three is about evolution. Each time we’ve partnered with Media Words and The Reactor Group, we’ve built on what’s worked and challenged ourselves to make the next campaign bigger, sharper, and more culturally relevant.

“And with Snoop in town for the AFL Grand Final, expect the campaign to land with even more buzz — bridging cultural moments on the ground in Melbourne with creative that’s already proven to capture global attention.”

The campaign is currently in-market and will run until October 2025.

Source: Third Avenue Consulting