Newell Rubbermaid - Sharpie 'Write Out Loud!' (UK)

Sharpie’s objective was to replicate U.S. success and make it a category defining, market leading brand.

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...

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