case studies

Zippo: Repositioning An American Icon

You're wet. You're lost. The temperature's dropping. Your fingertips are numb.
There seems to be no way out.
Now, you're in the right frame of mind to discuss lighters.

The unsolicited marketing plan presented to Zippo in 1997 proved that there indeed exists an alternative market for their product. And, that it is possible to take an American icon and give it new life with new positioning and new emphasis. The Zippo company is now seeing the evidence that the lighter is very appealing to an outdoor audience that values its design, ruggedness and dependability— truly a tool for the outdoorsman.

An Icon Takes A New Position

That radical shift in marketing lighters is a new approach being taken by Zippo—the world famous windproof lighter company. Since its introduction in 1932, the Zippo lighter has ridden the coattails of big tobacco. However, with continued assaults on the smoking market, the need for developing new markets for the American icon had become painfully evident. Coincidentally, Swanson Russell took it upon themselves to develop just such a plan.

In 1996, art director and loyal Zippo–carrier John Kloefkorn was working on an idea for a client for an emergency survival kit for outdoorsmen. Nearly finished with the project, the kit lacked one essential component—a fire starter that would work in adverse weather conditions...in the wind...in the rain...in the cold. A lighter that someone could stake their life on.

After researching the lighter company, the smoking marketplace, and the potential for use in the outdoor/recreation market, we developed a full-scale marketing plan that would reposition the famous Zippo lighter as an essential tool for avid outdoorsmen. However, there was one small hurdle: the ownership of Zippo was unaware of our efforts on their behalf. In March of 1997, an unsolicited call was placed to Zippo headquarters in Bradford, Pennsylvania, to gauge their interest in hearing our presentation. With curious interest they accepted. And, they liked what they heard.

With Zippo's approval, the plan was put into place. However, the starting point would be ground zero.

National Rollout Begins With Salesforce

The outdoor market was entirely new to the Zippo salesforce, who were accustomed to calling on tobacconists and convenience stores. The key was to convince them that new customers—and new sales—were waiting for Zippo.

At the Zippo sales meeting in Phoenix in January of 1998, we conducted a seminar about the outdoor marketplace for Zippo's 60+ salespeople. A comprehensive, integrated plan was presented, including market overviews, sales potential, product positioning, product lineup, packaging, point-of-sale, advertising and public relations.

A positioning statement was developed: The Zippo lighter is the original tool for dependable, portable flame for outdoor use. With its affordable price and timeless, field-proven design (windproof chimney, water resistance, durable, reusable, hands-free operation), it remains the single best choice for meeting the day-to-day flame needs of outdoor participants. This statement would drive every element of the marketing mix.

With the salesforce excited and on-board, the Agency then set out to execute the plan.

Making A Big Impression From The Start

Individual tin and sleeve packaging was developed that reflected the "tool" position of the lighter. For continuity, similar packaging and graphics were developed for the cans of Zippo lighter fluid. And, the lighters and fluid were delivered to retailers in handy self-shipping countertop displays and attractive Lucite/wood displays...each reinforcing the outdoor applications for the product.

To support the national rollout, we developed a communications program that included direct mail to major outdoor product distributors, as well as advertising at both the trade and consumer level. The direct mail piece generated an incredible 53 percent return and resulted in numerous sales calls. The Zippo print media launch delivered 186,000 gross trade impressions and more than 30.4 million consumer gross impressions.

Ads, placed in major outdoor publications such as Backpacker, Outside, North American Hunter and Sports Afield encouraged the reader to request a FREE Zippo Outdoor Series catalog. To date, more than 25,000 catalog requests have been made as a result of the print campaign. The catalog was designed specifically to showcase Zippo lighters in the outdoors and contained worthwhile tips and survival techniques for the outdoors. The new Zippo message was also delivered via spot television in outdoor/hunting programming on TNN Outdoors.

Integrated Marketing Plan Heats Up

As part of the integrated marketing plan, public and media relations also played a key role. Because of the influence that respected writers have on outdoor consumers, we felt we needed to position Zippo with this critical audience. They, too, had to view Zippo as a tool for the outdoorsman, rather than as a lighter for smokers who happen to enjoy the outdoors. Initially, we sent an "impact mailing" to top journalists at Field & Stream, Outdoor Life, Backpacker, Outside and other top publications. The packet contained product samples, news releases, product photography, company background, article reprints and more. We also sponsored seminars at major outdoor trade shows and a "Breakout Day" at the Outdoor Writers Association of America Conference.

The unsolicited marketing plan presented to Zippo in 1997 proved that there indeed exists an alternative market for their product. And, that it is possible to take an American icon and give it new life with new positioning and new emphasis. The Zippo company is now seeing the evidence that the lighter is very appealing to an outdoor audience that values its design, ruggedness and dependability—truly a tool for the outdoorsman.