Featuring Martha Stewart and Snoop Dogg.
BIC is launching its new EZ Reach Lighter in a campaign via Media Words.
The campaign features Martha Stewart and Snoop Dogg, hosts of ‘Martha & Snoop’s Potluck Dinner Party.’
“For this campaign, the creative was brand new, which meant ensuring it played in the right environments without sacrificing reach,” said Media Words founder and media director Elise Hedley-Dale.
“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.
“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.”
This campaign is live across transit, large-format out-of-home, digital, social and influencer/creator content.
Influencer content builds on BIC’s ‘Dinner date’ creative and is a partnership between BIC, The Reactor Group and Media Words.
“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,” said BIC head of marketing for Asia & Pacific Felipe Favoretto.
"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.”
