Why you shouldn’t shy away from the taboo

Okay, I lied to you.

Since researching her for this newsletter, I may have become a little obsessed with Martha Stewart. I know I said I wasn’t, but here we are.

I mean, can you blame me? She’s so cool that even Snoop Dogg calls her his “homegirl.”

The two have been friends for over 15 years and have done some iconic sh*t together.

Snoop first appeared on the Martha Stewart Show in 2008 to make mashed potatoes with her. He returned a year later to make green brownies. Of course, they joked about “the most important part” of the recipe that they would “add later.”

What I love about this is that while Snoop's a blatant stoner, the pair always alludes to the fact that Martha is a secret one. From decorating cookies with icing weed leaves, to potting tomato plants together, the whole bit is hilarious.

And it's why they were the perfect duo for the Bic ‘EZ Reach’ lighter campaign.

The ‘Pass It’ commercial (2021) featured Martha and Snoop relaxing outdoors. Snoop asks Martha to pass him the Bic EZ lighter and a bowl, to which Martha responds, “Bowl of… strawberries?” and Snoop rolls his eyes.

Snoop then lights a candle and questions, “Do I smell…?” “Fondue time” Martha replies, lighting the pot with the same lighter. There’s a sense of mischief in the air that makes the ad so entertaining.

Last year, the two appeared again in the ‘Bic Lights Up America’ campaign. This time, they were joined by national treasure and O.G stoner, Willie Nelson. The premise of the campaign was Willie had borrowed Snoop's lighter and failed to return it in another hilarious ad.

The campaign included an interactive virtual scavenger hunt as well as an out-of-home execution in Times Square. All three celebrities posted on their social accounts as well. Fans who chose the right location could win exclusive merch signed by them.

So, what’s so good about a bunch of stoner jokes?

While lighters and bongs are low-hanging-fruit when it comes to humour, the power of this unlikely pair takes it up a notch. The two have years of friendship and a decade-long bit around Martha’s extra-curricular activities behind them. So Bic’s decision to place them at the centre of their campaigns is an absolute win.

What can we learn from Martha and Snoop?

Tap into your unlikely (or taboo) demographics. Everybody knows that Bic is the lighter of choice for, well, everything. So they leaned right into that.

So think about whether you're neglecting a segment of your audience. Instead of shying away, think about how you can talk directly to them. It’s a fool-proof way to assure brand loyalty and speak to a whole market of consumers who are usually ignored.

- Sophie, Pop Culture Queen