Willie Nelson, Snoop Dogg And Martha Stewart Hosting “Slow Burn Sessions” To Celebrate 4/20

Willie Nelson country music
BIC Lighters/Youtube

The dream rotation.

Willie Nelson, Snoop Dogg and Martha Stewart are teaming up once again in partnership with BIC to promote their EZ Reach lighter to celebrate a very special holiday this year… yep, you guessed it, 4/20.

The trio will be featured on 4 hours and 20 minutes of exclusive content on YouTube this weekend, which will give viewers a chance to unwind with three vibey, mood-setting segments, each with their own flare that represents the celeb. 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.

Titled the “Slow Burn Sessions,” Willie says 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.”

Martha adds:

“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…” 

Jeany Mui, Marketing Director for BIC Flame for Life, says it will be an honor to have this iconic trio back together again for such an occasion:

“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. EZ Reach Lighters are the go-to accessory for everyone gathering to celebrate the 420 holiday.”

You can start viewing the videos starting on 4/19 on BIC’s YouTube channel:

Last year, the trio teamed up for a pre-Super Bowl ad “Most Borrowed Lighter”:

A beer bottle on a dock



A beer bottle on a dock