An Iconic Brand Needed Relevancy

Challenge

Zippo, one of America’s most recognizable icons, built their brand on the Flip-top Pocket Lighter. With the category declining, the company needed a contemporary solution to survive and thrive.

Insights

A new consumer with new habits was the key to revitalizing Zippo.

Strategy

To extend the Zippo Brand well beyond its core pocket lighter base into a new consumer segment, Brunner unearthed a large market opportunity targeting females. Focused on things in and around the home, we helped create a new multipurpose Zippo lighter.  The growing trend towards enhancing the home environment with candles, fireplaces, outdoor grills, and even “staycations”, opened a big opportunity for Zippo to play an important and contemporary role in the lives of a new consumer.

Results

• New target, new markets, and a whole new distribution network that included 2,000 new retail locations in national brands Bath & Body Works, Yankee Candle, Target, and Bed Bath & Beyond
• 25% top-line growth in year one of the launch
• The multipurpose lighter continues to be a key driver for the brand