Cricket is reimagining their brand with a new strategy, while infusing the brand with both clarity and meaning. Filip Wahlström, Head of marketing shares his thoughts.
What was the reason behind the rebranding?
Cricket is one of the world’s leading lighter manufacturers, having launched the first disposable lighter in 1961. Despite our legacy, the brand has struggled with distinctiveness – our products haven’t been instantly recognizable, and this has limited the mental availability of the brand in the market. Unlike some competitors, we hadn’t successfully established strong, unique brand elements that could be identified in a split second.
The rebranding was driven by a desire to change that. We wanted to make Cricket stand out – not just visually, but emotionally. Our goal was to infuse the brand with both distinctiveness and meaning. We felt a responsibility to do better, not only as a company but as an industry challenger with a history of setting new standards.
So, the new strategy is all about championing responsibility?
Yes, most lighters today are made from virgin plastic, designed for single use, and difficult to recycle. This results in significant plastic waste, much of which ends up in landfills or is incinerated. We saw an opportunity to address this issue by creating lighters made from recycled plastic. This not only reduces environmental impact but also makes the product more affordable and longer-lasting.
”Our goal was to infuse the brand with both distinctiveness and meaning.”
— Filip Wahlström, Head of Marketing Swedish Match
How are you as a brand conveying this story?
We were realistic about the nature of our product—a lighter is a low-engagement purchase. We knew we couldn’t rely solely on our mission to drive consumer interest. Instead, we needed a way to communicate our values in a way that was relatable, uplifting, and authentic, without taking ourselves too seriously.
BARBRO played a key role in this transformation. The human insight – that responsible actions make people feel a little better about themselves – is both true and powerful. It’s a virtue that holds society together, and it gives us a strong emotional foundation for the brand. This insight helped us reposition Cricket as we-oriented and extroverted, with core values of joy, community, and creativity. I especially love the line,“Live life a little lighter.” It’s a clever double entendre that connects both to the product and the emotional benefit we want to deliver.
Where is this rebranding taking you?
It marks a significant shift from our previous positioning, which was more I-oriented, focused on superior quality, safety, and reliability. But the playful spirit we’re embracing now has always been part of Cricket’s DNA – it just got lost over the years. In many ways, this rebranding feels like coming home.
The new strategy goes beyond communication. It’s reshaping our entire value proposition and guiding how we innovate. Cricket is a brand that champions responsibility, and we’re on a mission to change the industry. And we’re just getting started.
Want to know more? Dig in to the Cricket concept and the new product design diection.