Newell Rubbermaid: Uncapping Sharpie's Potential

Draftfcb Chicago

Entry Information

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
Media 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% 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.