Dive Brief:

• Zippo partnered with Buzzfeed to produce a video for the publisher's YouTube channel that documents people creating their own ASMR (Autonomous Sensory Meridian Response) content, per a news release. ASMR refers to soothing stimuli, like whispering voices, that some people find relaxing and that are said to reduce anxiety. 
• The lighter maker also announced a sound trademark for the iconic "click" of its windproof lighter. The click joins other trademarked sounds, like the MGM Lion's roar.
• As part of the campaign, Zippo is additionally releasing a curated ASMR lighter collection — "perfect for tapping, brushing, [and] reflecting" — that celebrates its signature sound. 

Dive Insight:

Zippo is embracing its lighters' iconic sounds and the fact that people seem to enjoy fidgeting with them. This has been depicted in pop culture with numerous Hollywood films showing people flicking open and closing the lid, and igniting the flame. The company also referenced a survey revealing that about two-thirds of people play with objects in their hands to relax or as a distraction, and 70% felt a positive emotional response from familiar sounds, like the Zippo click. 

By partnering with Buzzfeed, Zippo is tapping into the ASMR trend, which could help heighten its brand awareness with a younger audience. Millennials and Gen Zers are usually more receptive and engage with wellness and self-care trends. The company could also increase its holiday sales of its ASMR-themed collection among the trend's massive following. ASMR videos and channels on YouTube tend to rack up millions of views and followers. 

Zippo isn't the only brand incorporating ASMR into its marketing to create emotional connections with consumers and offer them a sensory experience. For back-to-school season last year, Ikea produced a 25-minute ASMR college dorm tour video showcasing the retailer's products like cushions and closet organizers. Applebee's has also used the tactic with an hour-long ASMR video featuring the sounds of a variety of meats sizzling on a grill.