The platform reveals it arrives as Zippo rings in its 90th Anniversary.
To support the brand’s expansion, Zippo Manufacturing Company, the world-renowned creator of the legendary windproof lighter and a growing selection of lifestyle and outdoor items, is launching a new global brand platform, “Live with Confidence.”
Zippo has been producing dependable, tough basics with built-better-than-necessary quality for for 90 years.
The brand’s new positioning reflects its longstanding devotion to great craftsmanship and durability, providing individuals with trust in Zippo goods so that they can do what they want, how they want.
“Live with Confidence” will be brought to life across Zippo’s logo, packaging, and marketing through a series of new films and graphics depicting confident people utilising Zippo goods in everyday to spectacular ways.
Stories include an archer launching burning arrows with her feet, a mixologist using Zippo’s distinctive lighter to light drinks, a gamer utilising Zippo’s hand warmer to keep her fingers relaxed, and even a real-life account of a soldier whose life was saved by a Zippo lighter.
“This new platform illuminates the route to where we’re going while remaining true to where we’ve been, Live With Confidence” is more than a catchphrase. It expresses who we are as a company: made with pride in the United States by people who believe in craftsmanship. It also depicts our clients’ lifestyle preferences.”said Lucas Johnson, Zippo’s Associate Vice President of Global Marketing.
Ogilvy devised the brand films, which were directed by ROOS and produced by Greenpoint Pictures, with photography by The Wade Brothers.