Paper Mate® Launches InkJoy® to Global Audiences With Clever Stolen Pen Campaign

OAK BROOK, Ill., Jan. 5, 2012 /PRNewswire/ -- Paper Mate® is launching the latest evolution in the world of pens with a unique marketing campaign that creatively taps into the common consumer frustration of missing and stolen pens. The new pen system, branded InkJoy®, will dramatically change consumers' expectations of what an affordable pen can deliver while quickly propelling it to "World's Most Stolen Pen" status.

"InkJoy is the first pen to deliver the kind of writing experience you'd expect of a luxury pen but at an accessible price," said Scott Crist, Global Director of Marketing for Paper Mate.  "It writes and feels premium but is priced for mass audiences worldwide.  Once you try it, you'll feel the joy and understand why this pen deserves a little extra protection."

"World's Most Stolen Pen™" Campaign
Paper Mate is supporting InkJoy with its first-ever global marketing campaign.  The campaign launches today in the U.S., followed by key international markets including Australia, Brazil, Colombia, Mexico, New Zealand, and soon Canada, France and Poland.  

The multi-faceted campaign, coined "The World's Most Stolen Pen," includes :15 and :30 television spots appearing on cable channels Bravo, HGTV, Oxygen, TLC and TNT. The humorous ads depict what happens when an unsuspecting office worker threatens to "borrow" an InkJoy pen. Other support consists of a digital buy across multiple properties, including Facebook and Twitter, as well as a robust social media and word-of-mouth activation. The campaign was developed by Paper Mate agencies Energy BBDO and The Zocalo Group to drive InkJoy awareness and consumer engagement.

The campaign also includes a U.S. Facebook promotion launching in mid-February where consumers can playfully submit photos of friends, family and co-workers suspected of pen theft.  Images will be captured on wanted posters and shared on fan walls. Fans who submit photos will automatically be entered to win cash and/or product prizes.  Starting today and rolling out through March, fan activities will include an online pursuit for the stolen InkJoy pen, protected identity videos of suspected pen thieves, posters fans can print off to help protect their workspaces from pen theft, and a live-stream pen theft surveillance cam set up at Paper Mate headquarters.

Find Your InkJoy
The InkJoy product portfolio includes seven lines, from the 100 "everyday" to the 300 "moderate" to the 700 "elite" series.  Product features and pricing advance along with the series, from the more basic 100 (suggested retail price: $2.77 for a 10-pack), to the more luxurious 700 series pen with its hour-glass shape and high-gloss finish (suggested retail price: $4 for a 2-pack).  The 100 and 300 series are available in ten bright, modern colors. The 700 series is available in black, blue and red. All feature a quick, reliable start, require minimal pressure, and deliver crisp, clean lines every time for a truly effortless writing experience.

The InkJoy launch also creates a new category in the pen aisle of many stores – Advanced Ink Systems – driving new relevancy for everyday writing.

"Innovation continues to drive the pen category, and InkJoy is the new game-changer," said Crist.  "This might be surprising given consumer acceptance of smart phones, tablets and texting, but the fact is people still use pens at home, work and school, together with their computers and cell phones.  The handwritten word continues to hold a special place in human communication, empowering an emotional connection that texting and keyboarding often sanitize. InkJoy is meant to capture that unique experience. 

"Innovation has long been a hallmark of the Paper Mate brand," Crist said.  "InkJoy represents a renewed effort on our part to drive that relevancy while meeting consumer demand worldwide for quality, affordable writing instruments." 

For more information on InkJoy, visit www.papermate.com/inkjoy.  Beginning in mid-February, fans can visit www.facebook.com/PaperMate to enter the Facebook promotion.

About Paper Mate®:
For more than 60 years, Paper Mate has been a leader in the world of writing instruments, providing progressive, performance-driven pens, pencils and correction products. Today, with its recognizable two hearts logo, Paper Mate boasts a wide range of products to help create meaningful connections through writing.   Paper Mate is part of the Newell Rubbermaid global portfolio of leading brands.  Newell Rubbermaid Writing and Creative Expression Global Business Unit is a worldwide leader in the manufacturing and marketing of writing instruments, art products, and office organization, including such well-known brands as Sharpie®, Parker®, Waterman®, EXPO®, uni-ball®, Prismacolor®, and Rolodex®, among others. Visit www.papermate.com more information.

SOURCE Paper Mate