Light It Up: Snoop Dogg and Martha Stewart Make It Look EZ

Snoop Dogg and Martha Stewart pose with BIC EZ Reach lighters.

Who figured Snoop Dogg and Martha Stewart would become an iconic stoner duo like Cheech & Chong?

They initially teamed up on Snoop & Martha's Potluck Dinner Party on VH1 in 2017 and followed with suggestive commericals for TMobile and Tostitos.

Now, they're hyping the BIC EZ Reach lighter. In the "Pass It" ad below, Snoop Dogg hints: "It's perfect for candles, grills and so much more."

The EZ Reach lighter is "perfect for hard-to-reach places," Snoop points out as he lights a candle.

"And it helps keep your fingers away from the flame," Stewart adds. 

BIC North America general manager Mary Fox says in a press release"Our BIC EZ Reach lighter is the ultimate lighter for all lighting occasions, and we thought who better to partner with than this iconic duo who knows all about lighting up candles, grills and more. The new campaign featuring Snoop Dogg and Martha Stewart allows us to connect with our consumers in a relevant and playful way while highlighting all the usage occasions and core benefits that set EZ Reach apart in the lighter category. This is an exciting next step for the BIC EZ Reach Lighter, which has received rave reviews from consumers looking for a lighter that lights hard-to-reach places."

EZ Reach is particularly good for lighting pipes and bowls. When Snoop asks Stewart to pass the bowl in the commerical, Martha offers him a bowl of strawberries instead. They're a cute, unlikely pair. 

Stewart has her own Martha Stewart CBD line in partnership with Canopy Growth. Snoop has his own line, one of the first celebrity cannabis brands, Leafs by Snoop. Their branded BIC lighters will be available at Walmart and other retailers in July.


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Steve Bloom

Steve Bloom

Publisher of, former editor of High Times and Freedom Leaf and co-author of Pot Culture and Reefer Movie Madness.