Zippo Case Study

An Iconic Brand Needed Relevancy

Unearthing a large market opportunity redefined the future of the brand.


Zippo, one of America’s most recognizable icons, built their brand on the Flip-top Pocket Lighter. With the category declining, the company needed a contemporary solution to survive and thrive.


A new consumer with new habits, was the key to revitalizing Zippo.    


To extend the Zippo Brand well beyond its core pocket lighter base into a new consumer segment, BRUNNER unearthed a large market opportunity targeting females.  Focused on things in and around the home, we helped create a new multipurpose Zippo lighter.  The growing trend towards enhancing the home environment with candles, fireplaces, outdoor grills, and even “staycations”, opened a big opportunity for Zippo to play an important and contemporary role in the lives of a new consumer.


  • New target, new markets, and a whole new distribution network that included 2,000 new retail locations in national brands Bath & Body Works, Yankee Candle, Target and Bed Bath & Beyond.
  • 25% top line growth in year one of the launch.
  • The multipurpose lighter continues to be a key driver for the brand


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