Zippo

Problem: Fewer people in the U.S. are smoking cigarettes than ever before, with rates at an all-time low. This has caused the traditional use for Zippo lighters to decline. Among younger generations like Gen Z, smoking is less prevalent than in older groups such as Millennials and Gen X.

Insight: Gen Z values authenticity, self-expression, and feeds off nostalgia

Solution: Position Zippo as being more than just a lighter and focus on the nostalgia around the brand, as opposed to the traditional aspect of using it to light a cigarette