MxMIndia

Tag: Zippo

  • Spanning across three phases, the campaign aims to establish Zippo's characteristics as moving beyond iconic lighters

    Zippo out to find the “The Real Man” via new campaign

    By A Correspondent

     

    American brand, Zippo is set to engage its fans in an exciting campaign to celebrate the essence of ‘The Real Man’. In a quest to find the attributes that make “The Real Man”, Zippo has partnered with men’s magazine, Maxim India.

     

    Spanning across three phases, the campaign aims to establish Zippo’s characteristics as moving beyond iconic lighters. The campaign integrates the belief that having a story makes a man unique; having a Zippo lighter makes him a man.

     

    Starting with a six-day Twitter contest on August 30, 2015, fans will be encouraged to share traits they think make “The Real Man” at Maxim India. Best entries will be integrated into a photo feature in Maxim India’s October issue and rewarded with a Zippo Gentlemen’s lighter.

     

    Zippo lovers will also have a chance to own exclusive and funky branded phone covers with purchase of a Zippo Windproof Lighter in the month of October at select retail outlets in Delhi.

     

    In the third phase of the campaign, Zippo and Maxim India will host a party to celebrate the spirit of ‘The Real Man’ with attendees including socialites and like-minded celebrities from fashion and Bollywood.

     

  • Zippo has rolled out a global integrated campaign designed to reach its target audience in a unique and compelling way

    Zippo unveils global integrated campaign to reach out to its TG

    By a correspondent

     

    Iconic American windproof lighter manufacturer, Zippo has rolled out a global integrated campaign designed to reach its target audience in a unique and compelling way. Leveraging the insight that consumers turn to social media channels such as Twitter to complain about the loss of their Zippo lighter, the campaign will enable the Zippo brand to respond to these consumers and allow them to #ShareThePain, encouraging a personal dialogue with fans.

     

    The #ShareThePain campaign is fronted by a Zippo character, Jax ‘No Pain’ McFlame, the toughest guy in the world. He is so tough he feels no physical pain, but when it comes to losing a Zippo lighter, the pain breaks him. Jax and the campaign is introduced to consumers via a hilarious short film seeded out across key video sharing sites targeting Zippo’s 18 to 24 year old audience. This is supported by traditional media relations, blogger and influencer outreach, and further social media support.

     

    Jax will be on hand throughout the campaign on Twitter to commiserate with all consumers and influencers who post about their lost Zippo lighters, providing personalized responses and words of wisdom to help consumers through this tough time. The entire campaign is crafted with humour at the heart of it, purposefully over-dramatizing the “unbearable” pain consumers feel when they lose their Zippo lighters.

     

    The campaign crescendo, a few weeks into the campaign, will see an interesting twist in Jax’s dialogue with consumers. An exciting campaign element, set to ignite further engagement and conversation across social media channels amongst the target audience.

     

    All phases of the campaign will be supported by traditional PR activity and the utilization of Zippo’s social media channels including Twitter, Weibo, Facebook, YouTube, Tudou, Instagram and Pinterest where we will feature content from Jax McFlame and also consumer generated content. The #ShareThePain campaign will be activated in nine markets including UK, USA, Germany, France, India, Hong Kong, China, Japan and Korea, where Jax will be multilingual and responding to consumers in all of these languages.

     

    David Warfel, global marketing director Zippo said: “#ShareThePain will be one of Zippo’s first truly integrated global marketing campaigns to engage Zippo’s target audience. A Zippo lighter is considered by many owners to be a precious and sentimental personal belonging, and it is little wonder so many feel devastated if they lose one.

     

    “Until now, there has been no support group for those who have lost a Zippo lighter, but this is all about to change. We have launched the Share the Pain campaign so that our global community can come together in solidarity and mourn their losses. We’re always trying to be innovative in what we do with our marketing and digital experiences and through this campaign we hope it really connects with consumers all around the world.”

     

  • In just four years, India has emerged as third-largest market for the lighter giant

    Zippo to expand offerings in India

    By Tuhina Anand

     

    For Zippo, which is known for its windproof lighters, India has emerged as the third-largest market in the world. This has happened in a short span of four years where India has gone from being a minor market to being second largest international market for the brand after China. Seeing the exponential growth the company too has increased its India focus. Recently, it concluded its Harley Rock Riders rock music festival in Bengaluru where the company has partnered with Harley Davidson.

     

    Interestingly, Zippo across the world  especially in the US, Western Europe, Korea and Japan among others, associates with close to 250 music events and has been driving brand communication via these events.

     

    David Warfel

    Talking about their growth plan in India, David Warfel, Director, Global Marketing Zippo Manufacturing Company, said, “In the last four years, our business has grown tenfold in India and we see this as a big opportunity. We have been focusing primarily in Delhi and to some extent in Mumbai but there is a whole lot that’s left to be tapped in this country. We are making efforts to have an increased focus on developing our retail distribution and trade development.”

     

    He added, “Our distributors have taken a much more aggressive distribution position and there have been an overlay of corporate marketing activities. We have introduced online social media, paid placement and as the market continues to grow and give us resources to reinvest in the market. As time goes on you will see an increased presence of Zippo in India.”

     

    He also disclosed company’s plan to introduce other products from Zippo be it the fragrances, wrist watch and even a men’s clothing line. Mr Warfel said, “Our core product remains the Zippo windproof lighter but we have moved to a lifestyle marketing company and diversified products in our portfolio which will also be available in India. The men’s clothing range should be available by 2013-14.”

     

    As far as the positioning is concerned, Zippo sees itself in the premium segment but not in the luxury or ultra luxury segment. The company is focusing on developing its e-commerce site too.

     

    On the online business, Mr Warfel, said, “We have seen that through online we have gained new customers and it doesn’t really cannibalize our retail sales at all. These are business we would have not got otherwise.”

     

    He concluded, “Our focus is to build loyalty and engage our consumers with Zippo products throughout their lives hence the stress on diversifying our product portfolio.”

     

  • Growth in India is predicted to be more than double in the next five years, says Zippo’s global marketing head, David Warfel.

    Zippo lighting up India. Sales could double in 5 years: David Warfel

    By Shubhangi Mehta

     

    Mr David Warfel, Global Marketing Director – Zippo Manufacturing Company, is a marketing professional with over 25 years of experience. Mr Warfel oversees the development and management of the Zippo brand worldwide. Responsibilities include the direction of all advertising and marketing communications, product management, trade and consumer relations, and product and retail development.

     

    The Zippo Manufacturing Company’s products are sold in over 160 countries worldwide and Zippo is one of the most highly recognized and respected global brands. The famous Zippo Windproof Lighter has been manufactured in Bradford, Pennsylvania since 1932. Since that time almost 500,000,000 lighters have been produced and sold.

     

    In addition to Windproof pocket lighters and fuel, Zippo markets a wide range of consumer products, including candle and utility lighters, writing instruments, watches, fragrance, and outdoor speciality products.

     

    MxM India caught up with Mr Warfel for a discussion on Zippo and its growth trajectory and plans in India.

     

    Q: How has growth been for Zippo when it comes to Indian market in the past 2.5-3 years?

    Last year, Zippo witnessed a 69 percent increase in sales volume in India – one of the fastest growing markets for the brand.

    We currently operate in shop-in-shop formats across the country and also plan to open up a Zippo branded store. This shall happen once the entire range of accessories and brand extensions are launched.

     

    Q: What kind of market do you see India as?

    The brand has been present in the country since 2008 and has seen a strong increase in popularity over the last few years. India is a key market for Zippo. The country views Zippo as a brand, not a product.

     

    In the last two years, India has become a significant market with great potential and we expect it to be one of the key players in the international market. The growth in India is predicted to be more than double in the next five years.

     

    Q: Which markets do you consider the best in terms of scope and development when it comes to growth?

    There is a 90 percent brand awareness globally of the Zippo brand. Forty percent of our business comes from North America. Currently, China is our major international market followed by Japan. If the success in the Indian market continues we expect sales to reach similar levels to China in the not-too-distant future.

     

    Q: What do you think are the attributes that help a brand like yours click and connect in the market especially India?

    Zippo is an iconic American brand. It is aspirational. The lighter is ingrained in the fabric of both American and global culture. With strong India and US connections, constant global traveling, inflow / outflow of Indian students from the US has transferred the qualities / aspirations of an American brand to India. Attributes like these truly connects Zippo with India market making the brand relevant to our target audience.

     

    Q: How is the consumer behaviour different in Indian markets when compared to global consumer?

    Indian consumer confidence has been consistent during post recession period. The overall optimism pervading the country finds Indians open to spending a little more than they did in the past two quarters. There is also a high level of acceptance, openness to new ideas and cultures, therefore, more confidence towards testing new products.

     

    Q: What is your growth strategy henceforth?

    In the last few years Zippo has begun to expand its product range into the lifestyle space focusing on men’s accessories and outdoor products. India is the single most important focus right now. We have increased our marketing spends ten folds worldwide in the last 10 years.

     

    As we are diversifying the product category to lifestyle products and accessories, you will soon witness a lot of the below mentioned products in India. Our windproof lighters have been performing phenomenally well in the India market and are really helping to establish the brand amongst our target audience.

     

    Zippo’s product line up is divided under four heads:

    Lighters & accessories – Windproof lighters, Zippo BLU, Pouches, chains, ashtrays, lighter fluid, butane gas, flints and wicks

    Home, Hearth & Patio – Candle lighter

    Outdoor line – Hand Warmer, flex neck, emergency fire starter, campfire starter, Windproof lighters

    Men’s lifestyle – Writing instruments, leather goods, watches and fragrance

     

    Q: Please tell us about your foray into the digital medium and experiments with social media.

    In 2011 Zippo launched a global Facebook page and also Twitter accounts in key markets in order to interact with our core consumers. The Zippo Facebook page now has around 200,000 fans, a number which is growing daily.

     

    Q: How do you plan to capture your target audience?

    The product range from Zippo has been well categorized for both men and women. We are selling through shop-in-shop formats and regularly engage customers through interesting marketing initiatives. Also, with growing music trends worldwide, the brand Zippo has also built up a strong association with rock music. The brand has been able to play a prominent role in key live rock music festivals across Europe, US and also in India.

     

    We recently sponsored the Harley Rock Riders concerts in India and were thrilled to see avid Zippo fans waving their lighters in the air in time with the music – a classic Zippo moment!

     

    We also have Zippo owned music platforms, the Zippo Hot List Tour, in China and Korea as part of our Zippo Encore music programme. This programmme is aligned with supporting emerging rock talent within the local market.

     

    Q: What are the key challenges before Zippo?

    As legislation gets stronger, it is likely to affect the business and that is why Zippo as a brand has diversified itself into various lifestyle product categories, transferring the Zippo brand’s key characteristics across all new products.

     

    Also, another major challenge is that of counterfeit products. We are ever vigilant in protecting our intellectual property and have a legal team dedicated to tackle counterfeit issues.

     

    Zippo enthusiasts know that authentic Zippo lighters carry the Zippo bottom stamp and the Zippo trademark stamped on the lighter insert. The famous Zippo Lifetime Guarantee also accompanies every genuine Zippo lighter.

     

    The counterfeit goods are both locally and internationally sourced. It is a vicious market for any premium brand and the best way to deal with them is to stick to company guidelines while making any purchase.