On Sunday (Feb. 11), Snoop Dogg and Martha Stewart starred alongside Willie Nelson in a 2024 Super Bowl commercial for BIC EZ Reach. Nelson speaks highly of the lighter, saying it’s “perfect ...

BIC EZ Reach launched a camouflage design line featuring a mix of both sporty and whimsical designs. Every EZ Reach lighter is 100% safety tested and helps keep fingers away from the flame with a 1.45 ...

The newest additions to BIC’s EZ Reach line include lighters designed by or inspired by Snoop Dogg and Martha Stewart. Snoop’s refreshed seven-lighter lineup includes iconic photographs of the star ...

From tha Chuuuch to da Palace and beyond, Snoop Dogg has done it all. Since introducing himself on "Deep Cover" as the young ...

In 2020, BIC disrupted the industry it has led for nearly 50 years with the launch of an innovative new lighter, the BIC EZ Reach. Similar in size to the beloved BIC pocket lighter but... We’re ...

The conversation delves into her fun relationship with The Doggfather and their latest project in the smoking space, the Best ...

Martha Stewart and Snoop Dogg met on her cooking show in 2008 Ilana Frost is a contributing writer at PEOPLE. She has been working at PEOPLE since 2023. Her work has previously appeared in Elite ...

How does working directly with Bic and offering the new EZ Reach lighters enhance the value of the merch line? Can you elaborate on the free POP piece being offered with lighter orders? What kind of ...