LETTER: Campaign's Integrity Is Zippo

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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.


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