The famous producer of the iconic windproof lighter and a growing line of lifestyle and outdoor products, Zippo Manufacturing Company, has launched a new global brand platform, “Live with Confidence,” to support the company’s expansion. Zippo has been producing dependable, hardy needs with a built-better-than-necessary quality for 90 years. The brand’s new positioning reflects its steadfast commitment to high-quality workmanship and durability, inspiring customers to have faith in Zippo goods and enjoy the freedom to live their lives as they like.
The renowned windproof lighter company Zippo launched its first famous brand campaign in India earlier this year after returning to the market last year. The digital movie created by Ogilvy India makes a point about seizing life’s opportunities by demonstrating resiliency, and not letting anybody or anything extinguish one’s inner fire.
George G. Blaisdell started Zippo in 1932 after seeing a buddy struggle to operate a lighter on a windy day. The heavy lighter required two hands to wield, but it functioned effectively in the wind. It gave Blaisdell an idea, and the windproof lighter was the result. The iconic lighter has been manufactured in Bradford, Pennsylvania for the past nine decades and is backed by the renowned company promise, “It works or we fix it free.” Except for the flint wheel’s upgrades and the product’s enormous range of designs and finishes, it still has the same traditional shape and functionality.
Beyond its iconic lighter, the business has grown to include hand warmers, eyeglasses, lifestyle items, lighter accessories, and products for outdoor lovers. Zippo may be found in more than 160 countries, and the business is currently concentrating on expanding in the Indian market.
What are some of the high points and difficulties you have encountered recently?
The Indian market provides a ton of prospects, and we are making strategic efforts to boost the visibility of our brand there. We’ve had great success thus far, and we’re gaining momentum.
To support the brand’s expansion plans in India, we designated Ogilvy as Zippo’s Agency of Record in India last year. This team’s initial duty was to carry out thorough research on the brand’s health and awareness in India. Our study of Indian consumers and the business environment, which drew on the expert knowledge and research capabilities of the in-market team, revealed that the country is not only a price-sensitive market but also that Indian consumers have unique and strong views on confidence and their relationships with premium brands.
Our main goal has been to inform customers about the myriad uses for a Zippo lighter that go beyond smoking.
We are committed to the Indian market, and in the upcoming years, we plan to diversify into other markets. Right now, we’re focusing on this lighter section. Concerning eyewear, hand warmers, and other outdoor items, we would most certainly love to emulate the success and history we have had in the US.
Our present strategy is to concentrate on developing the distribution system before determining the demand for various categories.
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