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

B2B Marketers Can Now Self-Serve Ads on Facebook Exchange

B2B Marketers Can Now Self-Serve Ads on Facebook ...

Sitescout's new integration with FBX opens up access to any size marketer, minus campaign spend minimums, according to the RTB company.

Day Two at DMA2014

Day Two at DMA2014

It was awards day in San Diego, with Teradata's Lisa Arthur being named Marketer of the Year, and Google Japan being feted for its direct mail prowess.

Today's Forecast: Chilly With a 10 Percent Lift in Parka Sales

Today's Forecast: Chilly With a 10 Percent Lift ...

The Weather Company launches a website offering marketers free advice on how to take advantage of shifts in the weather.