BIC has teamed up with us for a bold new campaign called "Unmatchable." The goal? Take on the humble match by calling out all its annoying flaws—like snapped sticks, burnt fingers, and terrible wind resistance. The push even includes a custom limited-edition candle to show how the BIC EZ Reach lets you safely light deep down to the very last bit of wick without burning your fingers. By tackling the myth that matches are cheaper, the campaign positions BIC lighters as the safer, far more reliable, and better-value choice for any occasion.