Zippo's Branding: Something New from an Old Flame
The Zippo lighter has a CV to rival the most seasoned Hollywood actor. It has starred in more than 1200 TV shows, theatre performances and films including Die Hard, Indiana Jones and last year's release Buried.
The brand's global marketing director David Warfel insists Zippo has no paid-for product placement deals but has achieved fame through its iconic status built up over a 79-year history and the lighter's ability to perform on cue.
Yet this big screen success is bittersweet. While the company has garnered money-can't-buy exposure, each starring role continues to reinforce the brand as revolving around lighters.
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