Zippo, the world-renowned maker of the iconic windproof lighter and growing assortment of lifestyle and outdoor products, unveiled a new global brand platform, “Live with Confidence.” The new positioning comes to life across Zippo’s logo, packaging and marketing which showcases confident people using Zippo products, in ways ranging from the everyday to the extraordinary. All together, the new platform, developed with Ogilvy New York, gives individuals confidence in Zippo products to allow them the freedom to do what they want, how they want.