On http://swansonrussell.com/experience/out doorrecreation/casestudy_3.php you will find a case study in which Zippo was repositioned in the late 1990s as an essential tool for avid outdoorsmen. Individual tin and sleeve packaging was developed that reflected the ‘tool’ position of the lighter. For continuity, similar packaging and graphics were developed for the cans of Zippo lighter fluid, and the lighters and fluid were delivered to retailers in handy self-shipping countertop displays. To support the national rollout, the advertising company (Swanson Russell)

developed a communications programme that included direct mail to major outdoor product distributors, as well as advertising at both the trade and consumer level (pictured here).

However the outdoor market was entirely new to the Zippo salesforce, who were accustomed to calling on tobacconists and convenience stores.

How would you use the PLC concept for this case story?