Zippo

THE BRIEF

• Increase the relevance of Zippo globally with key opinion formers while generating a new army of brand advocates

SLAM EFFECT

• Established a robust press office in ten core markets – UK, USA, Germany, France, Italy, China, Hong Kong, Japan, India, Seoul
• Managed all global communication output to ensure consistent brand messaging and an integrated brand platform
• Adopted a targeted product profiling approach in each market
• Supported key sales peaks with bespoke press release creation and targeted media strategy
• Created bespoke lighters for key media titles and celebrities to generate endorsement and coverage, beyond the product pages

SUCCESS

• Coverage in opinion former titles and underground press has increased by 40% since the launch of the campaign. Brand relevance and affinity of Zippo increased dramatically

Territory: Global