The story of the lost Zippo – Share The Pain …

What better way to communicate than to appeal to feelings, whether joy, nostalgia or sadness? It is on the last two that the well-known Zippo lighter brand has chosen to build its new communication campaign, titled Share The Pain!

With lighters known the world over, Zippo is a strong brand. Zippo owners all have their own story attached to these lighters. It is those individual stories that the brand has decided to build on, and in particular the loss of a Zippo lighter. Zippo gives the floor to everyone who has known the sadness of losing their Zippo and invites them to share it on its website. That is how we learn the story of Stewart Hollingshead, who lost his lighter in 1940 and got it back after it was found by a bargeman and restored by Zippo 25 years later, the lighters being guaranteed for life.

Durability, service quality and the relationship Zippo maintains with its customers are all messages the brand works to convey. With this campaign, Zippo reaches both those who already own a lighter and everyone else who wants to share this interest in and attachment to an object that has become a classic.