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Sharpie® Shows How to "Write Out Loud" In National Advertising Campaign
Posted on June 20, 2003
Bellwood, Ill. - June 20, 2003 - Sharpie, the world's most popular family of permanent markers and part of the Newell Rubbermaid (NYSE: NWL) portfolio of businesses, is demonstrating how to "Write Out Loud" in its new television and marketing campaign unveiled today. The $7 million campaign begins on June 23 with the first of three television advertisements focused on the breakthrough new products from Sharpie markers.
"If you want to make a bold statement - when you want to write out loud - you do it with a Sharpie marker," said Greg Stoner, vice president and general manager of Sharpie. "The program we have put together highlights the bold and expressive nature of Sharpie markers and our lineup of products - from the functional to the flashy."
The Sharpie "Write Out Loud" marketing campaign features 15- and 30-second television spots developed by New York-based McCann-Erickson Worldwide. The spots will air on national network and cable television through September. The plan also includes more than 15,000 point-of-purchase displays, as well as grass-roots events and mobile marketing across the country in 2003.
The lead spot, "Videotape," features the Sharpie Metallic silver marker, the first Sharpie that can write on dark surfaces, in a humorous tale of male contemplation. Nick, a relatively harmless twenty-something husband sees an upcoming "must record" program on television. He frantically shuffles around to find a videotape to record the show, but the only one available is labeled "Our Wedding" in Sharpie Metallic silver marker. When Nick considers his plan for the tape, the writing morphs to his wife's face as she sternly warns - "Don't even think about it." The spot finishes with the loving couple watching their wedding video together.
Two other spots called "Party Cup" and "Moving Day" highlight Sharpies wide variety of markers - from fine point markers available in 12 colors to broad tip markers that come in a range of eight colors.
In addition to media, Sharpie is teaming up with a bold sports figure - San Francisco 49ers All-Pro wide receiver Terrell Owens - on July 1 to kick-off a community education and fundraising initiative. Owens received widespread attention last year for a now famous touchdown celebration where he autographed a football in the end-zone using a Sharpie marker. The kick-off is the beginning of a national tour where a fleet of Sharpie "metallic" all-terrain vehicles will visit retail and community events through the end of 2003.
"Sharpie is reaching another milestone thanks to great new products and loyal individuals who continue to support the brand," said Stoner. "There has never been a more exciting time for Sharpie and Sharpie fans."