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Willie Nelson, Snoop Dogg and Martha Stewart are teaming up once again in partnership with Bic to promote its EZ Reach lighter and to celebrate this year's 4/20 cannabis holiday.
Launching precisely at 4:20 pm on 4/20, the event, titled the “Slow Burn Sessions,” will feature the trio for 4 hours and 20 minutes of exclusive content on Bic’s YouTube channel all weekend, giving viewers a chance to unwind with three mood-setting segments, with each representing each celeb and with its own flare.
"Think along the lines of the holiday yule log you put on during that time of year, but for 4/20 and with Martha, Willie and Snoop," according to Whiskey Riff.
Each of the three sessions includes footage of Snoop, Stewart and Nelson showing their favorite ways to light up. Spoiler alert: Snoop lights his favorite bowl of candles, Stewart heats up her fondue pot and Willie sparks his favorite herb-scented candle.
"It's been so fun to partner with my good friends at Bic to spread some holiday cheer ahead of 420. The Bic EZ Reach lighter is my tried-and-true pot accessory — fondue pot that is," Martha Stewart said a statement shared with The Drum.
It's like a smoke sesh that never ends, noted The Drum, "or at least until the munchies kick in."
Willie said it will obviously be a very chill time. "Spend your holiday weekend with me and my friends while we host our own Slow Burn Session with BIC this 420. It'll be a very chill time."
Take a little peek here on YouTube.
Jeany Mui, the marketing director for Bic Flame for Life, called it an honor to have this iconic trio back together again for 4/20.
"Slow Burn Sessions are the ultimate way to kick back and relax with friends on 420 weekend and we're excited to bring together our favorite lighter-loving trio as the hosts,” Mui said. “EZ Reach Lighters are the go-to accessory for everyone gathering to celebrate the 420 holiday."
The legendary trio are no strangers to Bic's 420-friendly marketing campaigns. In honor of 4/20 in 2023, the lighter and pen manufacturer released a star-studded campaign called "Bic Lights up America."
Photo courtesy of Bic
