By Gillian West

American lighter brand Zippo has created a new brand ambassador Jax ‘No Pain’ McFlame to front its global integrated campaign #ShareThePain which taps into consumers’ expected sense of loss when they lose their beloved Zippo.

The campaign, created with DeVriesSlam, is based on research of the brand’s target 18 to 24-year-old male audience who, according to Zippo global brand manager Brent Tyler, have been “lamenting the loss of Zippo lighters” on social media and takes its cue from the popular Old Spice online content which targeted a similar youth market.

Read full story ›

Source: The Drum