How could Zippo move into wellness? Well, they could leverage their reputation for rugged, durable lighters and create a line of candle products that allow customers to use their Zippo more, at home or away.

Here’s how they could do that:

Candles with Zippo’s signature design – Zippo could create a line of candles that incorporate their iconic lighter style, appealing to customers who want to integrate the brand into their home decor.

Portable candles – Zippo could create a line of portable candles, designed to be taken on the go, and incorporate their iconic lighter design.

Collaboration – Zippo could collaborate with a leading candle brand to reach new audiences.

By reaching out into the candle market, Zippo can appeal to new and existing customers who are looking for high-quality, stylish candles; expanding their customer base, while still staying true to their brand values of durability and ruggedness.

What can your brand do?