Where's Snoop's BIC EZ Reach Lighter? Where's Willie Nelson?

When Snoop Dogg’s BIC EZ Reach lighter and Martha Stewart’s favorite scented candle go missing, who’s your prime suspect? Spoiler: It’s Willie Nelson!

BIC launched its first official campaign for 4/20, although we all know this brand leans heavily into the market and embraces the many uses for its popular lighter.

When Snoop’s unable to find his fave lighter, he video calls Willie, to find the beloved octogenarian denying knowledge of its location … while unabashedly using the thing. Martha joins the call, on the prowl for her scented candle. Willie has that, too—he adores its herbal aroma.

The brand’s enlisting consumers to help find Willie and the missing lighter at FindBIC.com, starting in obvious places like Blunt, Calif., Hashtown, Ind., and Pottsville, Pa., among others. Contestants can enter to win signed swag by Willie, Snoop and Martha.

“Tapping Willie Nelson, Snoop Dogg and Martha Stewart for this campaign was a natural fit, and using 4/20 as a launch date was a cheeky way to encourage consumer engagement,” says Jeany Mui, brand director, BIC Flame for Life. “As BIC’s very first official play in the 4/20 festivities, we wanted to invite all lighter-users across the nation to get in on the fun.”