Zippo lighters were founded in the 1930s in Pennsylvania and are known for their signature windproof design and lifetime guarantee. Over the decades Zippo has established a strong brand through iconic logos and consistent messaging about quality and reliability. While primarily targeting male smokers, Zippo has expanded its product line and continues to build brand awareness through various marketing strategies globally. Potential opportunities for growth include partnering with other brands through co-branding and developing new product extensions like USB lighters to appeal to modern consumers.

1. Licensing & Brand Case Study
By: Victoria Wellington-deAnda

2. Who We Are
First lighter Design: Rectabgular with Chimney design sold for $1.95 each
Founded in the late 1930s by George G. Blaisdell
In Bradford Country Club in Bradford, Pennsylvania. Mr. Blaisdell watched a
friend an Austrian-made lighter. The lighter worked well, even in the wind,
due to the design of the chimney. But its appearance was utilitarian. Its use
required two hands, and its thin metal surface dented easily.
Origin of name: Mr. Blaisdell liked the sound of the word “Zipper” so he played
with different variations of that name
Application for the original Zippo patent was filed on May 17, 1934, and
patent number 2032695 was granted on March 3, 1936. A second patent, number
2517191 was issued on August 1, 1950.
Liftime use promise: “It works or we fix it for free”

3. Logos/Taglines
1948- 1957
1957
1977
“TheOne-ZipWindproofLighter”
“America'sNumberOneBusinessGift”
“Alwaysworks-orwefixitfree”
“GuaranteedtoWorkFOREVER”
“TheLighterthatWORKS”
“Worksalways...orwefixthemfree”
“Useittostartsomething.”
“Whenyouneedit,itworks.”
“Zippo.ForReal.”
“TheNameInFlame.”
1994-Present
1960-1678
1936
1939
1937
1947

4. Core Product
Past
Zippo Windproof Lighters with date codes stamped on the bottom

5. Core Products
Present
Lighters
Lighter Fluid

6. Marketing Mix
Zippo products are sold in more than 160 countries around the world.
Methods of Communication
Brick & Morters
Company Website
Facebook Page
Zippo Iphone App
Twitter Page
Social Media Campaigns such as “Share The Pain”:
Showcasing the percentange of Zippo owners
who have lost their Zippo lighters

7. Advantages & Disadvantages
Advantages Disadvantages
Zippo lighters were
introduced during Golden
years of smoking
Decline in smokers in today’s
society.
Strong brand image
High quality products
Affordable pricing
Brand image rigid, hard to
extend to other products
Health awarness: Negative
health affects from smoking
Promoted mainly towards
men

8. Channel Partners

9. CONSUMER KNOWLEDGE/
Consumer Segment
Windproof
Lifetime Guareentee
American Icon
Variety of colors, textures,
designs & materials
Originally Used for
Cigarette/ Smoking
Variety of Products
Smart Co-branding tatics
with companies like
Harley-Davidson
Unisex: However Target
Audience: Males 18-34

10. Product Category Extensions
1. Co-branding
EGLOO
X
ZIPPO
The Egloo needs 4 candles for a
complete refill, enough for
warming up a 20mq environment.
Each refill has a life of 5 hours with
less than 10 cent.
IDEA: For Egloo to advertise/
market product using
Zippo lighters to light
candles. Sell Egloo with 4
Zippo lighters pre installed
in product thus resulting
equity for both companies
Egloo a candle powered heater that provides a cheaper and
more ecological way to use energy to heat rooms. The Egloo
stores heat and gradually releases it radiation even after t
blows out.

11. Product Category Extensions
1. New Invention
ZIPPO USB LIGHTERS
IDEA: To create a USB lighter with Zippo’s durable, long-lasting and steek
lighters.

12. References
"Egloo." Egloo. N.p., n.d. Web. 28 Mar. 2015. <http://eglooinfo.it/>.
"Zippo.com." Zippo.com. N.p., n.d. Web. 28 Mar. 2015. <http://www.zippo.com/>.
USB LIGHTER. Digital image. N.p., n.d. Web. 28 Mar. 2015.
<http://www.yankodesign.com/images/design_news/2007/11/02/usb_lighter.jpg>.