LETTER: Campaign's Integrity Is Zippo

Share this article:
Am I the only one questioning Zippo's motives with its MTV marketing campaign? ("Zippo's New Flame Is Online," iMarketing News, Nov. 27,)


In this era where promoting smoking of any kind to kids will nearly get you locked up, it seems a little strange that no one thinks it's unethical to market lighters to the MTV and MTV.com audience, which seems to get younger every year.


Their "Use it to start something" slogan can mean only a couple of things, and none of them seems appropriate for the MTV audience. And for them to say they are "positioning the lighter as a fashion item and the coolest way to light everything" only leaves me to believe that they know exactly what they are attempting to accomplish.


• Jason Steinberg


Corporate director


Big City Radio Inc.


jason@wyny.com
Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in News

Candidates Offer Change In The Form of Targeting

Candidates Offer Change In The Form of Targeting

A campaign for Ben Carson raised $2.8 million despite his lack of cooperation.

Target Names Retail Veteran Brian Cornell as CEO

Target Names Retail Veteran Brian Cornell as CEO

He leaves the top job at PepsiCo Foods to take the spot vacated by Greg Steinhafel in the aftermath of the data breach.

NBA Names Insurance Exec as its CMO

NBA Names Insurance Exec as its CMO

Nationwide and State Farm veteran Pamela El takes the league's marketing helm next month.