Emily Tan
Mar 26, 2012

Video: Zippo's global marketing chief David Warfel on keeping a classic current

HONG KONG - In an exclusive interview, David Warfel, global marketing director of Zippo, chats with Campaign Asia-Pacific about the challenges of expanding and updating a classic brand.

HONG KONG - In an exclusive interview, David Warfel, global marketing director of Zippo, chats with Campaign Asia-Pacific about the challenges of expanding and updating a classic brand.

When Warfel joined US lighter manufacturer Zippo in 2008, the iconic company was going through a crisis. Despite emphasising that Zippo sold a portable flame’ and not a tobacco product, the decline in smoking in some markets had started to impact its sales. From a peak of 18 million lighters sold in 1996, the Bradford, Pennsylvania-based company sold only 11 million units in 2010.

Realising it was in danger of extinction, the company brought marketing...

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