If you know you know, and if you don’t, BIC will spell it out for you: Lighters like its EZ Reach model are tailor made for fireplaces, fondue pots, tiki torches and “more.” And by “more,” the brand means weed. To drive home that unsubtle point, BIC has added country music icon Willie Nelson to…

(SOURCE) https://www.adweek.com/brand-marketing/willie-nelson-joins-snoop-dogg-and-martha-stewart-in-hawking-multipurpose-bic-lighters/