Jul 26, 2004
New Sharpie Retractable Markers continue "Write Out Loud!"™ campaign
offering a whole new way to use Sharpie markers
(Bellwood, Ill.) -- Sharpie, the popular brand of permanent markers and
part of the Newell Rubbermaid (NYSE: NWL) portfolio of leading brands, is
singled-handedly changing bold and expressive writing with the launch of
its marketing campaign unveiled today. The multi-million dollar campaign
that runs the end of July through August focuses on a new innovative
marker series from Sharpie that may be operated using a single hand - just
click and write.
"Sharpie Retractable markers are just like a pen - but even bolder, and
they can write on virtually any surface," said Rory Leyden, chief
marketing officer for Sanford, makers of Sharpie. "There is a higher
standard individuals expect from their Sharpie marker - we're looking to
reinvent that standard."
McCann-Erickson Worldwide in New York developed the sequel to the
Sharpie "Write Out Loud" campaign started in 2003. The 15- and
30-second television spots are slated to air late July and August on
national cable networks.
The spot, "Baby," features a busy family managed by "Mom," who is
frantically getting her kids ready for conceivably the first day of
school. Unfortunately her son will only stop crying when Mom is holding
him. Each time she attempts to put him down, he cries in a humorous
series of howling and calm, and howling and calm. But being the mother
that she is, she simply cradles the baby in her left arm and grabs a red
Sharpie Retractable marker with her right hand. The baby is quiet.
The announcer says, "Got a free hand? Grab a Sharpie Retractable, in
eight colors. One click and you can write on almost anything." The
spot ends with Mom clicking the Sharpie Retractable closed after
shutting the baby's door for a supposed nap - no such luck since the
baby lets out a wail, followed by Sharpie's signature tagline - "Write
Out Loud!"
In addition to television advertising, the marketing plan includes more
than 20,000 point-of-purchase displays, 250 mobile marketing events
through 2004 and the brand's fourth year title sponsorship of the NASCAR
NEXTEL Cup series race in Bristol, Tenn., the Sharpie 500.
Sharpie is also continuing its successful community grass-roots campaign
this summer and fall, Sharpie Retractable "Autographs for Education,"
where the brand widely known for autographs partners with sports figures
and celebrities in select markets across the country to donate school
supplies and funds. The program will visit Cleveland, Milwaukee, Tampa
and Seattle, benefiting select community-based education organizations
and schools for a total of up to $30,000 in cash and school supplies.
Last summer, Sharpie debuted the program with wide receiver Terrell
Owens, former San Francisco 49er and now Philadelphia Eagle. The tours
of community programs and schools also featured former St. Louis Rams
defensive-end Grant Wistrom and now Seattle Seahawk, Rod Smith of the
Denver Broncos and Hines Ward of the Pittsburgh Steelers.
About Sanford®, Makers of Sharpie®
Celebrating its 40th anniversary this year, Sharpie is the popular brand
of permanent markers. Sanford, maker of Sharpie permanent markers, is a
worldwide leader in the manufacturing and marketing of writing
instruments, art products and office organization, including such well
known brands as Paper Mate®, Sharpie®, Parker®, Waterman®, EXPO®,
Foohy®, uni-ball®, and Rolodex®, among others. Sanford makes more than
6,000 products, ranging from markers, pens and pencils to professional
art products, fine writing instruments and office organization products.
Visit sharpie.com or sanfordcorp.com for more information.
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