Newell Rubbermaid – Sharpie 'Write Out Loud!' (UK)
Agency name: Carbon Client name: Newell Rubbermaid Category: Product Launch/Relaunch/Trial campaigns
BACKGROUND
Sharpie were new to the UK market.
UK permanent markers market had no real product innovation, design values or colour choice
Low consumer/trade interest in category; consumers can't name the market leader (Pentel), retailers stock limited ranges
Sharpie a major innovation; permanent markers that write/draw on almost any material, a wide product range catering for multiple uses and numerous nibs/colours
Category leaders included Pentel and Edding
Sharpie wanted to change the 'status quo' and become...