The Zippo click becomes a registered trademark and an ASMR star

A fixture of the trade, the Zippo lighter passes through the years without ageing. The brand knows how to reinvent itself and stand out. Since the end of 2018, it has protected the click of its lighter with a registered trademark and become a star of the ASMR phenomenon.

Zippo protects its “click”

Like many well-established brands, Zippo has good reason to cover itself. That is why the famous click of the Zippo lighter has become a registered trademark. Copycats take note: trying to reproduce that sound on their own lighters could prove very costly.

A great many adults around the world are said to be able to link that click to the lighter in question. After appearing, both visually and audibly, in various films and music videos, the signature click is now the private property of Zippo.

Zippo, star of the ASMR phenomenon

If the term is unfamiliar, ASMR stands for “Autonomous Sensory Meridian Response”. It refers to a pleasant sensation, shivers, goose bumps and the like, felt after a person has been exposed to an olfactory, visual, auditory or cognitive stimulus. It has always existed, but the phenomenon grew considerably in the 2010s.

ASMR is a genuine movement, one that can broadly be associated with relaxation given its soothing properties. Its effects vary from one person to another and according to the sounds made. Zippo saw an opportunity to keep its brand alive by joining the movement.

It is through its ridged, engraved and other models that Zippo has won over ASMR enthusiasts. Users often associate handling the lighter with a moment of well-being. Some like to run their fingers or nails over it and report a soothing effect. Others open and close it repeatedly to enjoy the clicking sound. The brand sent Zippos to ASMR influencers on various social networks, and the response was there.