| Zippo
2005 ReBrand 100: merit
Order of information below: Before Image, Rebrand Images, Summary/Rebrand Strategy, Credits
Summary: Challenge - Zippo needed to continue strengthening the brand with its core consumers, and to diversify its product line in order to re-energize growth. Blattner Brunner helped create and market the Zippo Multi-Purpose Lighter (MPL), which was designed to appeal to a new user segment that skewed slightly toward females and included non-smokers. Strategy - Blattner Brunner utilized its accelerated new product development process, Launch PAD, to craft the product introduction strategy. At the time of the MPL consumer launch, the firm had created a powerful parent brand, and the new product was able to levearge an inherent perception of quality and credibility. Result - As a result, Zippo MPL opened new channels of distribution, expanding its retail presence by 15% and yielded sales that exceeded forecasts by 10%. Credits: Client: Zippo - www.zippo.com Creative Firm: Blattner Brunner - www.blattnerbrunner.com Strategy: Denee Hayes Strategy: Mary Kay Modaffari Strategy: Rose Lied Creative: Jay Giesen Creative: Andy McKenna Creative: Dave Kwasnick [back] |
