Farting fruit breathe new life into Mr. Sketch

Client: Newell Rubbermaid

Agency: BBH New York Lead Agency

Locations: USA, Canada

Campaign Summary

This case study by Newell Brands, an American worldwide marketer of consumer and commercial products, is about Mr. Sketch, the company's largely forgotten coloring brand, and how it made headway in a category dominated by Crayola. The answer? Farting fruit.

  • By leveraging the benefit of creativity stimulated by Mr. Sketch's unique scents, the brand that had had no marketing support in over 20 years was revived.
  • And in doing so, Mr. Sketch significantly lifted awareness, share, and distribution by injecting the Youth Art category with a renewed sense of silly imagination.
  • Brand awareness increased by 244% and half the people who saw the campaign wanted to buy the product. 

Background