Zippo: The Inextinguishable Flame
By ELTON PINTO on March 20, 2015
Sparking interest at the recent India Bike Week in Goa as the event’s adventure partner, American reusable lighter company Zippo continues to flame admiration from patrons around the world. Its Director of Global Marketing DAVID B WARFEL chats with VIVA GOA about the brand’s most popular products, its special editions and how it makes memories…
As an everyday object, reusable lighers aren't so much to write home about. Unless it's a Zippo windproof lighter.
For an iconic American brand, 60 per cent of Zippo sales come from outside the US, with India as their second largest international market. Director of Global Marketing of Zippo David B Warfel attributes this to a very aggressive distribution partner and a greater focus of the firm’s marketing attention on the country.
Given the iconic nature of the brand, what kind of marketing does Zippo undertake to maintain interest in the brand?
We are fortunate that Zippo enjoys the brand awareness that is has. I think it would be fair to say that we are as recognisable as other famous American brands, such as Coca Cola, Harley Davidson or Jack Daniels. From my standpoint, knowing that people already know about the product makes life a lot easier, and fortunately, they feel good about Zippo. This allows us to focus on those things that reinforce the positive attitudes that people have towards the brand.
We believe that the most important segment we can reach is not necessarily those who buy the most products, but those who represent the future for the company – young men and 18-24 year olds. Our programmes and outreach are directed at that segment. We have a very proactive social media presence and we focus on contemporary music and outdoor music events because we want our brand to be where our audience is. We also engage in certain events and promotions, tying in with radio stations and print media, that appeal to that younger demographic.
We also leverage key gifting times of the year, which is important to the brand. The Zippo lighter is not only highly desirable, it is also highly giftable.
Read the full article in 'Viva Goa' magazine copy.
Viva Goa magazine is now on stands. Available at all major book stalls and supermarkets in Goa.
Viva Goa magazine is now on stands. Available at all major book stalls and supermarkets in Goa.
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