BIC: Getting Lit with Snoop Dogg & Martha Stewart

BIC, a pen and lighter brand, promoted its new EZ Reach lighter in the USA by highlighting its various uses.

Bic Gets Lit

With Snoop Dogg & Martha Stewart

The BIC pocket lighter has been a cultural touchstone since it was launched in 1973, when "Flick my BIC" became part of the popular lexicon. The family-owned brand is the market leader and most recognized lighter in the world, but as a legacy brand, finding ways to maintain relevance and drive innovation is no easy feat. In 2020, BIC disrupted the industry it has led for nearly 50 years with the launch of an innovative new lighter, the BIC EZ Reach. Similar in size to the beloved BIC pocket lighter but...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands