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SHARPIE® CHALLENGES CONSUMERS TO "UNCAP WHAT'S INSIDE™" WITH NEW MULTI-CHANNEL MARKETING CAMPAIGN
Posted on June 01, 2009
OAK BROOK, IL, June 1, 2009 - In a world getting more high tech every day, Sharpie® is making a bold marketing move. To bring back the personal to an increasingly impersonal world, Sharpie is kicking off a new multichannel, multimedia campaign to showcase the iconic marker brand as the advocate for self-expression. Taglined "Uncap What's Inside," the campaign launches on June 1 with national print advertising and a new interactive community website, and national TV advertising rolling out June 15. The goal is to empower people to connect with one another and express themselves by uncapping their creativity with Sharpie.
"Consumers have demonstrated they want to add their own creative stamp to things - from t-shirts and lunch bags, to wallpaper - even cars," said Sally Grimes, global vice president of marketing for Sharpie. "The personalization trend is gaining even more momentum as the economy continues to struggle. The new Sharpie campaign challenges people to re-imagine, re-invent and re-create the mundane, everyday items in their lives as a way to express their creativity and embrace value in these tougher times."
At the centerpiece of the integrated campaign is new advertising featuring budget-savvy ways Sharpie markers can transform everyday items into colorful, distinctive statements. One print ad features Sharpie Twin Tip Marker as a hero for self-expression by showing how the marker can add color and conviction to a pair of ordinary sneakers.
Developed by Draftfcb Chicago, ads for the new Sharpie campaign debut this month. Print ads will appear in magazines including Real Simple, Good Housekeeping, Every Day with Rachael Ray, US Weekly and more. Three 15-second television ads begin airing June 15 on channels including ABC Family, TBS, E!, HGTV, TLC, Bravo, Lifetime, VH1 and more.
Uncap What's Inside
A cornerstone of the campaign is a new Sharpie interactive community website, www.sharpieuncapped.com. The site is designed to be a creative destination and community meeting place for people seeking inspirational ideas on how to personalize their lives with Sharpie markers. Visitors can share their artistic creations by submitting images and videos of everyday items - from the functional to the outlandish - that they've designed, decorated and decked out using Sharpie markers. Each month, Sharpie will select the most inspiring and feature them in the showcase section of the Sharpie Uncapped Gallery. The site will also offer how-to videos, new product demos, (including a virtual test drive of various Sharpie pens and markers) and access to Sharpie's other social media sites including the Sharpie blog, http://blog.sharpie.com, Facebook, http://www.facebook.com/business/dashboard/?ref=sb#/Sharpie, You Tube, www.youtube.com/user/SharpieUS and Twitter www.twitter.com/sharpiesusan.
"Consumers have told us they love Sharpie and that they crave unique ways to get creative with the product," Grimes said. "The new community site offers a treasure-trove of inspiring ideas created by the people who know Sharpie best, our loyal Sharpie fans. We want to celebrate their ingenuity and showcase their work so others can see first-hand just what can be done with something as simple and affordable as a Sharpie marker."
An Inspiring Bunch: The Sharpie Squad
As part of the new campaign, Sharpie is also unveiling the Sharpie Squad, a group of some of the brand's most passionate fans. The Squad consists of savvy bloggers and creative artists who find inspiration through Sharpie. These Sharpie ambassadors will reveal the many ways to get creative with Sharpie while sharing tips on how to use that creativity in affordable ways. From thrifty trendsetting decorating ideas to frugal fashion tips, the Sharpie Squad will offer advice on how to uncap creativity on a budget. The Sharpie Squad will be featured on www.sharpieuncapped.com for a continual flow of ideas, inspirations and cost-saving tips.
The "Uncap What's Inside" campaign highlights several core products in the Sharpie portfolio, including the Sharpie Twin Tip, Sharpie Metallic for holiday and new Sharpie Pen colors (orange and purple joining black, red, blue and green, all with no-bleed ink). Sharpie's "Uncap What's Inside" campaign will also include print advertising around the 2009 holidays. Visit sharpieuncapped.com and get inspired now.
For 45 years, Sharpie has been the popular brand of permanent marker associated with the autograph experience. Newell Rubbermaid's Office Products Group, maker of Sharpie® markers, is a worldwide leader in the manufacturing and marketing of writing instruments, art products and office organization and technology products, including such well known brands as Paper Mate®, Sharpie®, DYMO® Parker®, Waterman®, EXPO®, uni-ball®, and Rolodex®, among others. Visit www.sharpie.com for more information.