Sharpie Campaign

Background

I was tasked with developing a campaign for the Sharpie Classic Fine Tip marker surrounding the idea that Sharpie is the solution to all of consumers writing problems. With sales already thriving among Millennials, Sharpie wanted to branch out and explore other target audiences who need a black Sharpie to complete their projects.

Approach

In my research, I found that consumers have been increasingly moving to technology for digital note-taking due to its convenience despite preferring the use of paper and pen for its personal and less distracting elements. I chose to target the Supportive Father because they are dependable and prepared, which they have in common with Sharpie. They are constantly on the go, juggling work and their son’s football game, and could use a product that is there for them every step of the way. The goal of this campaign was to convince the Supportive Father that the Sharpie Classic Fine Tip in Black will be there for them both in and outside the office because Sharpie is a reliable leader in innovation.