Brand Tone

Confident & Assured, Authentic & Genuine, Rugged & Durable, Iconic & Timeless, Engaging & Community-focused, Slightly Edgy & Individualistic

Brand Values

• •Durability & Reliability
• •Authenticity & Heritage
• •Confidence
• •Integrity
• •Craftsmanship
• •Individuality & Self-Expression

Best Practices

• •Emphasize Heritage and Authenticity: Consistently reference Zippo’s long history (since 1932), American manufacturing, and the iconic status of its products. Use phrases that evoke tradition and genuine quality.
• •Highlight Durability and the Lifetime Guarantee: The "It works or we fix it free™" promise is a powerful differentiator. Integrate this message of reliability and confidence into product descriptions and brand storytelling.
• •Speak with Confidence and Authority: The tone should reflect a brand that is sure of its products' quality and standing. Avoid hesitant language. Instead, use strong, declarative sentences. The "Live with Confidence" tagline can be a guiding principle.
• •Foster a Sense of Community and Individuality: Encourage user interaction and storytelling (e.g., "What's your Zippo story?"). Position Zippo as a means of self-expression and a mark of individuality. Reference the unique "click" or the collectibility aspect.
• •Maintain Clarity and Simplicity, with a Touch of Rugged Elegance: While the brand has a rugged appeal, the language should remain clear, accessible, and professional. Incorporate evocative words that speak to adventure, craftsmanship, and timeless style without being overly verbose. Ensure messaging about identifying genuine products is clear for the Romanian market.

Social Perception

Positive Association with Quality & Durability, Iconic & Collectible Status, Authenticity is Key, Premium Product, Trusted Brand, Symbol of Style/Personal Statement

Copy Examples

• •Headline: Zippo. Construit să reziste. Garantat pe viață. La fel ca stilul tău. Body: De peste 90 de ani, aprindem pasiuni și aventuri. Alege autenticitatea. Alege Zippo. Descoperă colecția pe zippo.ro. (Zippo. Built to last. Guaranteed for life. Just like your style. For over 90 years, we've been igniting passions and adventures. Choose authenticity. Choose Zippo. Discover the collection on zippo.ro.) Tone: Confident, Authentic, Durable.
• •Headline: Mai mult decât o brichetă. O declarație. Zippo-ul tău, povestea ta. Body: Fiecare "click" Zippo poartă o istorie. Care este a ta? Împărtășește-ți momentele Zippo cu #ZippoRomania și arată-ți individualitatea. (More than a lighter. A statement. Your Zippo, your story. Every Zippo "click" carries a history. What's yours? Share your Zippo moments with #ZippoRomania and show your individuality.) Tone: Iconic, Engaging, Individualistic.
• •Headline: Vânt? Ploaie? Nicio problemă. Aprinde cu încredere. Oriunde. Oricând. Body: Designul legendar Zippo, rezistent la vânt, te însoțește în orice provocare. Găsește-ți partenerul de nădejde pe zippo.ro și trăiește fiecare moment cu încredere. (Wind? Rain? No problem. Light with confidence. Anywhere. Anytime. The legendary windproof Zippo design accompanies you in any challenge. Find your reliable partner on zippo.ro and live every moment with confidence.) Tone: Rugged, Confident, Reliable.
• •Headline: Moștenirea continuă. Calitate americană. Recunoscută în România. Body: De la Bradford, Pennsylvania, direct la tine. Descoperă de ce Zippo este alegerea cunoscătorilor de zeci de ani. Caută ștampila autenticității. (The legacy continues. American quality. Recognized in Romania. From Bradford, Pennsylvania, directly to you. Discover why Zippo has been the choice of connoisseurs for decades. Look for the stamp of authenticity.) Tone: Authentic, Heritage-focused, Confident.
• •Headline: Colecția ta Zippo începe aici. Sau continuă cu o nouă piesă de rezistență. Body: Designuri clasice, ediții limitate și accesorii esențiale. Explorează universul Zippo și găsește piesa care te definește. Vizitează zippo.ro pentru cele mai noi modele. (Your Zippo collection starts here. Or continues with a new masterpiece. Classic designs, limited editions, and essential accessories. Explore the Zippo universe and find the piece that defines you. Visit zippo.ro for the latest models.) Tone: Iconic, Engaging, Collectible-focused.