Newell Rubbermaid: Uncapping Sharpie's Potential
Category: Retail/Direct Sales
Country where program ran: United States
Date program started/ended: December 2009-October 2010
Product Description: Sharpie office products: includes permanent markers, pens, and liquid pencils
Advertiser/Client Name: Newell Rubbermaid
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% of communication is handwritten – every other form relies on technology. And, while that's a threat to the old fashioned writing instrument, we saw it as an opportunity for Sharpie. If we could just figure out what made Sharpie special and desirable against those competitors, we'd have a bigger and vastly more interesting place to play.