Situation
The Zippo Mini MPL was competing against less expensive butane lighters and losing the battle.
Challenge
Even with a better product design, the MPL was often placed on the bottom shelf. Plus the name created confusion.
Results
We changed the name from the vague and unusual Mini MPL to the simpler, more accessible moniker of Candle Lighter. The new, more contemporary packaging showcases the products pleasing design and capitalizes on the consumer’s design savvy attitudes, taking it from being a tool to light candles to a fashionable decorating accessory.