Snoop Dogg, Martha Stewart Star in Olympics Campaign for BIC

BIC, together with creative agency Doner, has enlisted the help of American rapper Snoop Dogg and TV personality Martha Stewart to take part in an exciting new campaign. 

With the Paris 2024 Olympics just around the corner, the lighter brand has banded the two together for the "Lit Games," where Snoop rates Stewart's candle-lighting skills as if it were an Olympic sport.

Snoop Dogg is an NBC Special Correspondent for the Summer Olympics and recently brought in the laughs while commentating on the global event's Track & Field trials.

BIC was quick to capitalize on this in its latest marketing initiative, allowing the brand to reach new audiences through the Olympics.

Snoop Dogg commentating the steeplechase is ELECTRIC! 🤣 #TrackFieldTrials24@SnoopDoggpic.twitter.com/0Ryvee4fju

— NBC Sports (@NBCSports) June 24, 2024

In a 15-second spot, the "Drop It Like It's Hot" artist provides commentary as his co-star lights up a candle using the BIC EZ Reach Lighter. 

"Martha's reaching in with a BIC EZ Reach lighter. Perfect form, and it's lit!" the rapper says. 

Viewers then get a recap of the "big moment" and find that BIC's handy tool helps keep users' fingers away from the flame. 

Snoop rates Martha's performance a "10 out of 10," as the spot ends. 

An Unlikely Pair

This isn't the first time the two have collaborated on a BIC campaign. 

Back in 2021, the two teamed up to promote the EZ Reach — this time, lighting candles and smoking turkeys during a backyard dinner. 

Their product marketing campaign extended beyond TV and social media and into out-of-home (OOH) advertising, taking over an LED billboard in Times Square, New York in 2022.

Looking to create a social media campaign? Check out this How-To article.

More recently, they participated in a 4/20-themed campaign together with country artist and marijuana icon Willie Nelson titled "Slow Burn Sessions."

April 20 is considered to be a "high holiday," with college students gathering for pot sessions at 4:20 p.m. in states where marijuana is legal and shops celebrating it with discounts and other marketing initiatives.

Efforts have even stretched to its year-round social media posts, with Nelson joining Snoop Dogg and Stewart to become the face of the "Ultimate Lighter."

 

 

 

 

 

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A post shared by BIC Lighter (@biclighter)

Though it feels unlikely that the two would band for a brand to promote its products, it's no doubt that their frequent campaigns bring in the hype to America's #1 lighter, with Snoop known as a smoker and Martha as a renowned home cook and baker.

Creatively capitalizing on a global event, as well as the buzz around Snoop Dogg's role as a special commentator for the Olympics, enables BIC to expand its brand visibility and increase product awareness.

The short "Lit Games" advert will run from July 1 to August 30 and will air across TV, Meta, TikTok, and YouTube, with both actors sharing the campaign on their socials.

The Paris Olympics officially begins on July 26.

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Editing by Katherine 'Makkie' Maclang