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%...