Newell Rubbermaid: Uncapping Sharpie's Potential

Sharpie, a manufacturer of office products, wanted to increase sales of its permanent markers, pens and liquid pencils in the U.S.

Newell Rubbermaid: Uncapping Sharpie's Potential

Draftfcb Chicago

Entry Information

Category: Retail/Direct SalesCountry where program ran: United StatesDate program started/ended: December 2009-October 2010

Product Description: Sharpie office products: includes permanent markers, pens, and liquid pencils

Advertiser/Client Name: Newell RubbermaidMedia Channels: TV/Video/Radio Web Advertising Website:www.sharpieuncapped.com

Strategy

Marketplace challenge:

Sharpie currently owns 80% of the permanent marker category and has universal awareness. As much as people love the brand (and the products), they have a very limited idea of what it stands for and what it can do. Today only 13%...

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