Campaign details

Advertiser: Newell Rubbermaid
Brand: Paper Mate
Agency: Cohn & Wolfe
Country: United States

Situation analysis

Paper Mate engaged Cohn & Wolfe to connect the brand with its difficult to reach teenage target. Staying true to the brand's tradition of bringing its consumers joy, Cohn & Wolfe believed that rallying around a relevant social cause could both inspire young teens AND generate buzz surrounding the launch of the brand's new product, Paper Mate InkJoy Gel Pens.

At the heart of our strategy was a strategic partnership. The team conducted in depth media and social analyses to ultimately uncover an opportunity to partner with rising teen pop star, Shawn Mendes, who is known for handwriting the lyrics to his songs. In partnership with Shawn Mendes, the team launched "Stop Smears, Spread Joy," a 360° integration encouraging our young consumers to handwrite colorful notes using Paper Mate InkJoy Gel Pens to #SpreadJoy.