Company: Sharpie
Campaign: Uncap What's Inside
PR Team: Weber Shandwick, Internal
Launch: June 1
Budget: Undisclosed
Objective: Last year, Sharpie, purveyor of markers and other writing instruments, tapped celebrity soccer star David Beckham for an integrated marketing campaign. This year, the company is turning to lesser-known enthusiasts to promote the brand in the US.
“A lot of times, you're trying to convince consumers to see something in a new way,” said Susan Wassel, PR manager for Sharpie. “Here it was the other way around.”
After searching the ...