SHELTON, Conn. — BIC is helping consumers light the way to the perfect vibe this 4/20 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 with 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. The 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. 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 the chef guides 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 4/20 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 4/20 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.”
Reservations will open on April 10 at 4:20 p.m. ET.
About BIC
BIC has been a global leader in stationery, lighters, and shavers for 80 years. 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.
