{"id":29107,"date":"2023-01-10T21:40:56","date_gmt":"2023-01-10T21:40:56","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2023\/01\/10\/willie-nelson-joins-snoop-dogg-martha-stewart-in-new-bic-ad\/"},"modified":"2023-01-10T21:40:56","modified_gmt":"2023-01-10T21:40:56","slug":"willie-nelson-joins-snoop-dogg-martha-stewart-in-new-bic-ad","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2023\/01\/10\/willie-nelson-joins-snoop-dogg-martha-stewart-in-new-bic-ad\/","title":{"rendered":"Willie Nelson Joins Snoop Dogg, Martha Stewart in New BIC Ad"},"content":{"rendered":"

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If you know you know, and if you don\u2019t, BIC will spell it out for you: Lighters like its EZ Reach model are tailor made for fireplaces, fondue pots, tiki torches and \u201cmore.\u201d And by \u201cmore,\u201d the brand means weed.<\/p>\n

To drive home that unsubtle point, BIC<\/a> has added country music icon Willie Nelson to a talent lineup in which Snoop Dogg and Martha Stewart have been starring since 2021, featuring in some of the most successful campaigns in the brand\u2019s history.<\/p>\n

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In new work from agency Doner CX, Nelson appears as a good-natured kleptomaniac who has snatched a lighter from his pal Snoop and a candle from Martha. Put those two items together, and the mischievous Nelson can enjoy his \u201cfavorite herb scent,\u201d he tells his famous pals in the video conference-style ad.<\/p>\n

Deepening its wink-wink ties to cannabis culture, BIC will collaborate with the global superstar through 2023. Timing for the Nelson cameo is key: The 90-year-old artist has been nominated for four Grammy awards\u2014the event airs on CBS on Feb. 5\u2014and plans to drop a new album soon.<\/p>\n

Nelson, an outspoken proponent of federal legalization, shepherds a legacy cannabis brand called Willie\u2019s Reserve, along with a sibling CBD-infused product line called Willie\u2019s Remedy.<\/p>\n

Snoop, meantime, recently launched Death Row Cannabis, an offshoot of the groundbreaking Death Row Records label he now owns, adding to his longtime investments in the space. The first pre-roll products dropped this month at Southern California dispensaries.<\/p>\n

Stewart, whose prodigious list of brand deals includes recent roles in Tito\u2019s vodka<\/a> and Liquid Death<\/a> water commercials, hasn\u2019t officially dabbled in THC but has her own strong-performing CBD<\/a> line.<\/p>\n

(Captions\u00a0for the video have not been made available to Adweek. We will update the video once\u00a0captions\u00a0have been provided.)<\/span>Doner CX, BIC<\/cite><\/figcaption><\/div>\n

\u2018Significant sales spikes\u2019<\/strong><\/h4>\n

BIC has leaned into Snoop\u2019s well-known pot-centric persona since 2021\u2019s \u201cPass It,\u201d continuing through last year\u2019s \u201cTurkey<\/a>.\u201d The ads paired the ganjapreneur with his close friend Stewart in campaigns that appeared in a wide range of media.<\/p>\n

Stewart\u2019s social posts showcasing the ads have gone viral; her TikTok clip of their Times Square billboard got 2.5 million views, and her Instagram reel generated 604,000 plays and 18,000 shares.<\/p>\n

BIC has logged \u201csignificant sales spikes\u201d during the partnership, per the brand, and late last year saw EZ Reach grow more than 17% in volume in New York alone. Upward of 25,000 consumers opted in to receive brand information for a year-end Advent calendar sweepstakes, which drew 116,000 entries.<\/p>\n

Snoop and Martha have established a \u201cplayful dynamic,\u201d according to Katty Pien, vice president of marketing for BIC North America, in a statement. The brand aims to \u201cexpand the campaign\u2019s appeal by welcoming Willie\u2019s fans.\u201d<\/p>\n

BIC\u2019s new effort, dubbed \u201cMost Borrowed Lighter,\u201d will get distribution across YouTube, Facebook, Instagram, TikTok, Pinterest, programmatic platforms, connected TV and out of home, per U.S. media agency of record Merkley + Partners<\/a>.<\/p>\n<\/p><\/div>\n