BIC Sets the Mood for a "Lit" 420 with The BIC EZ Reach Lighter Supper Club with SWED

BIC EZ Reach Lighters debuts unique cannabis dining experience curated by Martha Stewart and Snoop Dogg

SHELTON, Conn., April 8, 2025 /PRNewswire/ — BIC^® is helping consumers light the way to the perfect vibe this 420 with the BIC EZ Reach Lighter Supper Club with SWED, an exclusive cannabis dining experience curated by BIC’s multi-year partners, entertainment superstar Snoop Dogg and lifestyle innovator Martha Stewart. Set in Los Angeles, the lavishly sensorial choose-your-mood dining experience at a cannabis café is designed to bring to life BIC EZ Reach Lighters’ newest ad campaign, “Ultimate Mood Masters,” starring the iconic duo–and marks the brand’s very first time bringing a cannabis experience directly to consumers.

LIKE A WINE PAIRING BUT MAKE IT CANNABIS

In collaboration with SWED, a cannabis lifestyle brand founded by Snoop Dogg, the BIC EZ Reach Supper Club with SWED gives wine pairing, but with cannabis. This unforgettable dinner will offer guests one of two “moods” inspired by the distinct styles of Martha Stewart and Snoop Dogg, depending on which tincture they start with. Designed to bring out your inner spark, Martha’s mood will embody effortless elegance, while Snoop Dogg’s West Coast vibe will help guests find their slow flow. It will be up to guests to choose their own adventure, selecting the experience that resonates most with their mood.

When guests arrive, they’ll be treated to a signature “flaming” mocktail accompanied by a “green hors d’oeuvre” based on whether they want a Martha Stewart– or Snoop Dogg-curated experience. Guests will then be taken to their table, complete with decor and vibes inspired by their chosen Mood Master. They’ll enjoy an elevated tasting menu of flaming and flambéed dishes (think spicy-hot canapes, flaming mac ‘n cheese and Baked Alaska) all lit by the BIC EZ Reach Lighter and inspired by their “mood.” Flametenders will tend to the scorching cool tablescapes, switching out candle scents and igniting each course, while our chef guides our guests through the menu.

“We know that many of our BIC EZ Reach Lighter fans are cannabis fans so we crafted an experience to connect with them in a very organic way,” says Jeany Mui, Marketing Director at BIC Flame for Life. “And given our last two BIC EZ Reach Lighter campaigns– “Weed USA” and “Best Buds Bags”—with longstanding partners Snoop Dogg and Martha Stewart, the BIC EZ Reach Lighter Supper Club with SWED seems like a natural evolution.”

“Curating this event was a no-brainer for Snoop and me given our shared love for great cuisine,” said Martha Stewart. “My eye for design, Snoop’s passion for greenery, and the magic of BIC EZ Reach Lighters, will combine to create the perfect elevated 420 experience. Expect a sophisticated evening, filled with delightful pairings and a touch of refined flair. Snoop and I so wish we could attend!”

“At SWED, we’re not just about selling cannabis, we’re about creating an experience,” said Danny Abdelmalak at SWED. “We are so down for partnering with BIC, Martha Stewart, and Snoop Dogg to create the most lit 420 celebration full of good vibes and a fire meal. The BIC EZ Reach Lighter Supper Club with SWED is the perfect way to experience our top-tier cannabis offerings alongside our favorite accessory, the BIC EZ Reach Lighter.”

BIC EZ Reach Lighters are the go-to lighter for hard-to-reach places thanks to its 1.45-inch extended wand that helps keep fingers away from the flame. However you choose to celebrate 420, BIC EZ Reach Lighters offer an easy and safe way to light up…responsibly of course.

Reservations will open on April 10 at 4:20 PM ET, however consumers can head to BIC.com today to learn more and sign up to be the first to know when booking opens.

About BIC EZ Reach Lighters

The BIC EZ Reach lighter has a 1.45-inch extended wand for lighting hard to reach places while it helps to keep fingers away from the flame. The BIC EZ Reach Lighter launched in August 2020 with incredible success, outperforming comparable products in the marketplace. BIC EZ Reach Lighters are currently available in seven design series: Classic BIC colors, Pastel Colors, Home Decor, Celebrations Designs, Favorites Designs, Martha Stewart designs, and Snoop Dogg designs. The lighters are available at major retailers in-store and online and on BIC.com.

About BIC

A global leader in stationery, lighters, and shavers, BIC brings simplicity and joy to everyday life. For 80 years, BIC’s commitment to delivering high-quality, affordable, and trusted products has established BIC as a symbol of reliability and innovation. With a presence in over 160 countries, and over 13,000 team members worldwide, BIC’s portfolio includes iconic brands and products such as BIC^® 4-Color™, BodyMark^®, Cello^®, Cristal^®, Inkbox^®, BIC Kids^®, Lucky™, Rocketbook^®, Tattly^®, Tipp-Ex^®, WiteOut^®, Djeep^®, EZ Load™, EZ Reach^®, BIC^® Flex™, Soleil^®, Tangle Teezer^® and more. Listed on Euronext Paris and included in the SBF120 and CAC Mid 60 indexes, BIC is also recognized for its steadfast commitments to sustainability and education. For more, visit www.corporate.bic.com and to see BIC’s full range of products visit www.bic.com. Follow BIC on LinkedIn, Instagram, YouTube and TikTok.