This is not how you get ‘lit,’ Willie Nelson. The country music icon gets busted by Snoop Dogg, and Martha Stewart in BIC EZ Reach Lighter’s commercial for the big game.

"Most Borrowed Lighter" - :15 and :30 second spots. In "Most Borrowed Lighter," Willie Nelson uses a BIC EZ Reach to light up a fat…candle just as he gets a surprise video call from Snoop who ...

After previously being criticised for a collection of 'For Her' pastel-coloured pens, BIC has caused another storm on social media by launching a pink 'Miss Bic' candle lighter aimed at women. The ...

BIC has come under fire from customers for flogging "sexist" pink lighters apparently designed for women to light candles. The Miss Bic Flex, which comes in pink packaging and features an image of ...

Bic has been forced to discontinue a pink lighter after it was called out for sexism. The product in question - known as Miss Bic Flex - is a pink lighter which features a picture of a candle on ...

It’s not the first time the 72-year-old French firm has been forced to pull back amid accusations of sexism. In 2010, before Bic for her, complaints led it to scrap a series of retro-themed ...

The new design puts distance between fingers and flame. The BIC EZ Reach Lighter is designed to be the ultimate lighter for all lighting occasions, able to light hard-to-reach places while putting ...

Willie borrows Snoop and Martha's EZ Reach lighter to light up his "favorite herb…scent" SHELTON, Conn., Jan. 17, 2023 /PRNewswire/ -- BIC, a world leader in stationery, lighters, and shavers ...

After previously being criticised for a collection of 'For Her' pastel-coloured pens, BIC has caused another storm on social media by launching a pink 'Miss Bic' candle lighter aimed at women. The ...