Jul 24, 2002
Bellwood, Ill. - July 24, 2002
The Sharpie brand, the leading family of permanent markers, today
announced the largest integrated marketing campaign in the brand's
nearly 40-year history, focusing on the wide and sometimes wild uses of
America's favorite marker. The campaign, "How Do You Use Your Sharpie?"
is the result of hundreds of testimonials from consumers collected by
Sanford, makers of Sharpie. The company found that whether you're the
President of the United States, a NASA astronaut or a mother marking
your child's clothing before summer camp, the answer to how you use your
Sharpie is as different as the pen's users themselves.
"We looked at all the various uses for Sharpie markers, listened to our
consumers and believe we have developed a program that hits at the heart
of the Sharpie appeal "Sharpie is as versatile as you want them to be,"
said Paul Donahue, president of Sanford. "This flexibility has helped
Sharpie continue to grow at a double digit pace since 1963."
The campaign, which includes national network and cable television,
point-of-purchase displays and grass-root events, launched July 15. From
the preferred autograph pen for celebrities and professional athletes to
the fine artist's means for expression to a tool orthopedic surgeons use
to mark an incision with, the Sharpie brand is used in virtually every
walk of life and in every profession.
A broadcast spot, the focal point of the efforts, depicts light-hearted
"man on the street" interviews. The series of brief encounters with the
likes of a mother and her child, a construction worker, teenage 'artist'
skateboarder and mover demonstrate a variety of applications and
surfaces Sharpie permanent markers can be used for. The tagline to the
spot asks "How Do You Use Your Sharpie?"
In addition to the branding campaign, Sharpie is also leveraging its
NASCAR involvement and title sponsorship of the Sharpie 500, formerly
the Bristol Night Race, in Bristol, Tenn. At this year's race scheduled
for Saturday, August 24, Sharpie may be awarding a lucky consumer $1
million, the result of a national sweepstakes that launched in March of
this year. No purchase is required for a chance to win, and rules can be
found at sharpie500.com.
In 2001, Sharpie grew more than 20 percent versus the previous year and
holds an estimated 50 percent market share in permanent markers
according to A.C. Nielsen.The growth is fueled by brand loyalty and a
consistent flow of new products through line extensions such as colors
and various tip sizes. These changes have opened new uses for the
product. The Sharpie brand of permanent markers now includes new Sharpie
Chisel Tip; Liquid Fine Point Sharpie; Sharpie Twin Tip; Super Sharpie;
Sharpie Fine Point; Sharpie Extra-Fine Point and Sharpie Ultra-Fine
Point.
"Individuals trust the Sharpie name and are finding new ways to use it,"
said Paul Donahue, president of Sanford. "New products have helped
Sharpie extend itself from purely the 'autograph pen' to a writing
instrument used by people in both their personal and professional lives.
This campaign is the idea of our consumers and we think it will speak to
the Sharpie users personally."