05 December 2018 - The renowned American brand Zippo today announced the registered sound trademark of its cult storm lighter. Zippo lighters have captured the hearts and memories of people around the world; the lighters have been part of pop culture for more than 80 years, appearing in more than 2,000 films and countless music videos, as well as at festivals and concerts.
The "click" of the Zippo lighter is now officially one of the best-known sounds in the world. For now, the trademark is only protected in the US, but other markets will follow. Thanks to Zippo's precise manufacturing process, this unique sound was created, which now symbolizes the storm lighter. The sound now belongs with other exclusive sound trademarks, such as the whistle of the mockingbird from The Hunger Games and the famous MGM lion's roar.
Fans and collectors of Zippo lighters know the feeling of flipping open the lid and striking the flame. ASMR creators and the community are now taking it a step further and using Zippo lighters to delight the ears of their listeners. Since people around the world love the ASMR sound of the Zippo lighter, and to celebrate the news of the sound trademark, Zippo has entered into a collaboration with BuzzFeed to further explore the trend.
From today, exclusively available on BuzzFeed's YouTube channel BuzzFeed’s YouTube channel. This features the first experiences of Zippo enthusiasts producing their own ASMR sounds and thus creating triggers that affect people on a very individual level.
In a study of 1,000 adults*, nearly two-thirds of the participants said that they move something in their hand to relax, distract themselves, or simply for their own pleasure. Nearly half of those surveyed said that the effects of ASMR give them a sense of calm. One in 10 respondents also said that this makes them feel more energetic, creative, productive, and even better able to solve a problem and overcome obstacles, such as writer's block. In addition, 70% of those surveyed believe that familiar sounds, such as the click of a Zippo, evoke a positive emotional response.
characteristic sound and the diverse sensory experience it evokes.
Lucas Johnson, Senior Brand Manager Global Marketing at Zippo, explains: "People have known the unmistakable "click" of a Zippo lighter for decades. A new study has now shown that more than three-quarters of adults can immediately identify the sound. We greatly appreciate receiving the sound trademark as recognition of our distinctive acoustic feature. The growing ASMR community has truly integrated the Zippo lighter into their world. In light of the sound trademark news, it was a natural progression for us as a brand to explore this area. From talisman to tool; people will continue to surprise and delight us with the many applications of a Zippo lighter."