Challenge: Lighter advertising has long been tied to smoking, a category that has steadily declined. How can Zippo move beyond that association and give people a reason to care about the lighter as a product and brand?

Insight: People value brands with a history, and that history can even translate into higher purchasing power. Americans value brands that are specifically tied to American history.

Idea: Since Zippo has been around for nearly 100 years, show what they were doing during significant United States historical events.