IN THIS EPISODE:

• Attending the BIC 4/20 Supper Club event for the Snoop Dogg and Martha Stewart EZ Reach collaboration. (0:38)

• My talk with Lou Alfano, the brand manager for BIC EZ Reach (7:00)

• Come with me to the Kushgroove concert! (12:37)

• My tips for a successful 4/20 (15:02)

• Highlights of my 4/20 celebration! (16:20)

ATTENDING THE BIC 4/20 SUPPER CLUB EVENT 

I got the chance to enjoy myself at the BIC 4/20 Supper Club event, where they were kicking off the launch of Snoop Dogg and Martha Stewart’s new collaboration with BIC EZ Reach!

MEET LOU ALFANO, BRAND MANAGER FOR BIC EZ REACH

I had the opportunity to sit down with Lou Alfano, the brand manager for BIC EZ Reach, and picked his brain about BIC’s presence in the cannabis industry.

Tammy: BIC has been a staple in the cannabis culture for a very long time. When you think about the role of BIC in today’s cannabis landscape, how do you see the brand evolving alongside the community?

Lou: BIC has always been about reliable, simple products. We evolve our products not from just everyday usage, but from the cannabis culture as well. With the EZ Reach, we created and evolved a product with a longer wand, easier for lighting candles and other things. This was developed in response to how our consumers are using our products.

Tammy: You guys did a great job of recognizing the need of a longer reach, especially for all of the burnt thumbs that I’ve suffered over the years! I’m personally so grateful for the EZ Reach.

From classic clicks to custom collabs, BIC lighters are iconic. How does your team decide what designs reflect the cultural pulse?

Lou: It comes down to listening to our consumers and taking a step back to think “wait, is this cool? Will people like this?” The BIC EZ Reach campaign that we did with Snoop and Martha is a great example of this. We took 2 cultural icons from different worlds and put them together. They both use EZ Reach lighters in authentic ways that resonate with the consumers. It’s all about listening to consumers.

Tammy: I have to give kudos to BIC as well, for listening and understanding the consumers.

I’ve seen more cannabis brands lean into intentional branding with partnerships lately. Is BIC open to deeper collaborations with cannabis companies, or is that still a tightrope due to federal legalization?

Lou: We are definitely taking a thoughtful approach to how we connect with consumers, and that includes cannabis users as well. Once again, tonight is a great example of our evolution in this space. This was a great step in the right direction

Tammy: There are a lot of cannabis users that have always used BIC products throughout their journeys. I’ve always used BIC when I’ve sold lighters for my brand. They are the best!

Lighters are functional, but also collectible for many cannabis consumers. How does BIC balance utility with storytelling, and what role does emotional connection play in brand strategy?

Lou: It’s definitely a balance. As a brand, we always want to talk about our products attributes. With the EZ Reach, the extended wand keeps your hand away from the flame, but we also want to have an emotional connection. For this campaign with Martha and Snoop, the “ultimate mood masters”,  we had them transform a date night flop into something awesome. It resonates well because it was real and we did it in an authentic way.

Tammy: I love that!

As someone who educates people about the plant and its culture, I’m always interested in how legacy brands approach the space. What’s something surprising you’ve learned about cannabis consumers since taking this role?

Lou: They are smart and they are authentic. In order for a brand like BIC to reach that audience, they’ve got to be authentic. Authenticity is a must-have!

Tammy: I agree, authenticity is key. Thank you so much! These lighters are incredible and beautiful, make sure you all get one. I’m so excited to use mine!

VIBING AT THE KUSHGROOVE CONCERT

Come with me to the Kia Forum for Kushgroove! I got to see many of my favorite artists from back in the day, including Paul Wall, The Game, Baby Bash, Redman and Method Man. I also loved handing out my Cannabis Cutie rolling papers!

MY TIPS FOR A SUCCESSFUL 4/20

I reveal and discuss my top 5 tips for having a successful cannabis holiday:

1. You do NOT have to be the most high today. Just have fun!

2. Stay hydrated.

3. Do NOT try edibles for the first time on 4/20.

4. If you have a bad edibles experience, don’t go to the hospital.

5. Pass it to the left, and have fun!

HIGHLIGHTS OF MY 4/20 CELEBRATION

It’s time to roll up and celebrate! Tag along with me as I hit up some of LA’s dopest cannabis events!