Newell Rubbermaid: Stop smears, spread joy with Paper Mate Inkjoy

Paper Mate, a stationery brand, increased sales for its new product by teaming up with a teenage heartthrob to address the issue of bullying in the USA.

Campaign details

Advertiser: Newell RubbermaidBrand: Paper MateAgency: Cohn & WolfeCountry: 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...

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