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The 400 millionth was produced on Sept. 4, 2003, meaning the company will take about three months less than nine years to produce its last 100 million lighters. The company took just over seven years to produce its previous 100 million lighters, a slowdown the company attributes to anti-smoking pressure in some markets. That's one reason why the company last year launched a series of Zippo-branded products
-- ranging from watches, to leisure clothing to cologne -- to bolster the brand. Lucas said the lighter milestone should increase interest in all those products because it makes the brand more valuable. "There's all kinds of things people can deduce from that number without having advertising copy rammed down their throat," Lucas said, including that Zippo lighters are reliable and durable. There's even a positive message for the company's 620 employees. "If you sell your successes internally, it can really make a big difference to employee morale," Lucas said. "There are employees whose fathers and grandfathers have worked for this company," Duke said. "It really is kind of an achievement, but not only (what) Zippo has done and the employees, but something that Bradford has achieved." "We're kind of a big family here in this town."
[Associated
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