Advertising Guide

Zippo: The original wind-proof lighter

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Zippo had launched this print advertisement campaign strengthen its claim of producing real wind proof lighter. The campaign meekly attempts to show that when everything, despite the fact they are wind compatible except umbrella, has not the ability to resist the strong wind, the lighter efficiently works. The advertisements are showing while sail, kite and umbrella are struggling to cope up with the heavy blows of wind the lighter is working quite efficiently.

The campaign that has attempted a comparative approach to highlight the product benefit has miserably failed in its effort to do so. The presentation of the campaign is also not effective, unlike its previous campaigns. The text of the ad reads, ‘The original wind-proof lighter.’ The campaign was developed by Fortune Promoseven, Dubai, UAE.

Via Ads of the World

Dr Prem Jagyasi (c)

Dr Prem is an award winning strategic leader, renowned author, publisher and highly acclaimed global speaker. Aside from publishing a bevy of life improvement guides, Dr Prem runs a network of 50 niche websites that attracts millions of readers across the globe. Thus far, Dr Prem has traveled to more than 40 countries, addressed numerous international conferences and offered his expert training and consultancy services to more than 150 international organizations. He also owns and leads a web services and technology business, supervised and managed by his eminent team. Dr Prem further takes great delight in travel photography.

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