The lighter was returned postpaid within 48 hours with a note reading, "We thank you for the opportunity of serving your lighter".The concept of a lifetime warranty became Zippo's primary marketing scheme. The initials were engraved in a frame against a background color.
Zippo began to engrave initials and providing two types of metal insignia on the lighter (the "Scotty Group", depicting dogs, and the "Drunk", portraying a drunkard leaning on a gaslight pole in 1936. The various colors includes: red, green, blue, yellow, orange, purple, and white. It is a wholesale catalog of a company in Minnesota directed to retail stores.
The engraving of the initials cost the owner of the lighter one dollar, or 75 cents for an insignia. During the thirties and forties, initialed gifts were very popular. The retail price was $2.00 which increased slightly from the price first sold.
Blaisdell also visited many retail stores all over the country to make business relations. By appearance, the lighter boxes are roughly classified into 12 different size categories.
But, if the mount-style differences and specially made series boxes are taken into account, the number would total over 30 categories.
The repair and sale of parts after the expiration of the warranty was a major source of the business revenue.