Zippo

Leveraging a Brand to Generate Additional Revenue

課題

Seeking to drive even greater revenue growth, Zippo recognized that it must evolve and expand its brand into other categories. Zippo needed to overcome negative associations from the tobacco industry and develop a process for global brand-building efforts and new production introductions.

アプローチ／提案

In order to develop an integrated brand identity that would incorporate all products and services and effectively reach a global audience, Prophet immersed itself in the global supply chain of manufacturing, distribution, and usage of Zippo products. Prophet conducted interviews with company executives, wholesalers, retailers, and customers, and also operated focus groups in four global regions to identify external perceptions of the brand. Prophet recommended a single brand identity to serve as the foundation for country-specific branding efforts that focused less on the functional aspects of the brand and more on broader emotional benefits such as resilience, independence, and a sense of community.

成果

Zippo introduced its repositioned global brand with a multi-million dollar advertising campaign, "Zippo, For Real." The new positioning inspired and focused the product development, global brand management, and the sales force teams. Using Prophet's recommendations, Zippo launched its most successful new product in decades — a multi-purpose lighter wand — which is forecasted to become a significant revenue generator in its product portfolio by 2005.