The Original Zippo

The original Zippo model was introduced in 1932. This model had a rectangular shape with a protruding hinge holding the lid to the body and three barrels. The following year, the model was shortened by 1/4 inch. The retail price of the original windproof model was $1.95. In the company's ledger at the end of the first month, 82 units were produced and sales were $69.15. To market the new product, Blaisdell came up with the practice of a lifetime warranty, a concept that began with the first Zippo lighter and has remained the same to the present day.

The repair and sale of parts after the expiration of the warranty was a major source of the business revenue. Zippo repaired all types of defects without charging a cent. The lighter was returned postpaid within 48 hours with a note reading, "We thank you for the opportunity of serving your lighter". The concept of a lifetime warranty became Zippo's primary marketing scheme.

Engraving on a Zippo

Zippo began to engrave initials and providing two types of metal insignia on the lighter (the "Scotty Group", depicting dogs, and the "Drunk", portraying a drunkard leaning on a gaslight pole in 1936. The engraving of the initials cost the owner of the lighter one dollar, or 75 cents for an insignia. The return shipment was paid by the owner, C.O.D. The initials were engraved in a frame against a background color. The various colors includes: red, green, blue, yellow, orange, purple, and white. During the thirties and forties, initialed gifts were very popular. It gave the consumer the sense of individuality.

In 1936, Zippo appeared on a mail-order catalog. It is a wholesale catalog of a company in Minnesota directed to retail stores. The retail price was $2.00 which increased slightly from the price first sold. Blaisdell also visited many retail stores all over the country to make business relations.

Zippo Lighters in Advertising

The Zippo was first introduced as a promotional item in 1936 by the Kendall Refining Company. Kendall ordered 500 Zippo lighters with their trademark glued to the case for advertising purposes. This was the beginning of the specialty advertising business for the Zippo. Zippo Manufacturing Company discovered the market potential of the product as an adverting medium. Soon, Zippo produced a pamphlet aimed at Corporations to use Zippo as a pocket salesman. Designs such as the military, airplanes, tourists spots, sports teams, comic characters and universities also appeared on Zippo's lighters. Corporate novelty and commemorative lighters were produced only in limited numbers. In essence, the Zippo lighters were the salesman in a pocket.

Zippo & Marlboro

Marlboro cigarette was first marketed in 1924 by Philip Morris. The advertising images used were those of cowboys, athletes, and pilots. From 1963, the Cowboy became the sole image of the cigarette. Zippo first appeared in a Marlboro advertisement in 1954, coinciding with the first time the cowboy appeared in the role of Marlboro's image character. Zippos were used by Philip Morris in promotional campaigns as well. Ever since, Zippo has had an inseparable relationship with Marlboro, both as a campaign item and an advertising tool.

Zippo Sports Series

In 1937, the sports related designs began to appear on the Zippo lighters. The first sports model was the 275, this number represented the price of the model, which was sold for $2.75. The 275 models with a carrying strap also appeared in the Sports Series. Earlier sports models included the Golfer, the Fisherman, the Bulldog, the Hunter, the Greyhound, and the Elephant. In 1938, the Scotch Terrier, the Fisherman and the Bulldog were the only models on the Sports Series. In 1959, models in the New Sports Series displayed designs on both the bottom and the lid. This series featured six models.

Five models depicting five types of sports and their players and the Slim Zippos Lighter depicting a woman bowling. From 1970 to 1981 another Sports Series was introduced without the designs on the lid. Some models shifted from the earlier Sports Series to the Town and Country Series. Many of the animal designs are now included in the Wildlife Series.

The Windproof Lady

In 1937, Zippo ran a one-page advertisement in the December issue of Esquire, aimed at the Christmas shoppers. The ad had an illustration of a woman lighting up a cigarette in the wind. The "Windproof Beauty", drawn by Enoc Boles. It was a different image from the previous image, which emphasized outdoor sports. Using an illustration of an attractive woman, the advertisers were aiming to appeal directly to the readers of the magazine, which was targeted at the urban male. The Windproof Beauty illustration was also used for packaging and became one of Zippo's characteristic images. This was a memorable advertisement for Zippo, the company would later run regular advertisements in many major magazines such as Life, the Saturday Evening Post, and Reader's Digest.