BIC EZ Reach
Supper Club Cannabis Dinner

BIC lighters and 4/20 are a natural pairing, but to truly ignite the brand’s status in the cannabis space, we launched the BIC EZ Reach Lighters Supper Club. This “choose-your-mood” dining experience was curated by iconic Mood Masters Martha Stewart and Snoop Dogg at a specialized cannabis café in Los Angeles. Guests selected between Martha’s “creative spark” or Snoop’s “chill” vibe, each accompanied by matching cannabis tinctures, flaming mocktails, and flambéed dishes—all lit by the BIC EZ Reach Lighter.

The campaign proved to be a cultural powerhouse, selling out in under three hours and securing over 90 earned media placements. With more than 2.5 billion impressions and a 35% sales lift, we proved that BIC EZ Reach doesn’t just light the moment—it belongs at the table.