Paper Mate launches global campaign

Released 06/01/2012

Office supplies manufacturer begins a global campaign to coincide with pen launch

Paper Mate has begun the first phase of a global marketing campaign to support the launch of its new range of InkJoy pens.

The operation is the first global campaign for the Paper Mate brand and will spread across global markets including Australia, Brazil, Colombia, Mexico, New Zealand, Canada, France and Poland following its launch in the USA yesterday.

The new InkJoy pen range features a new ultra-low viscosity ink and proprietary ink delivery system that Paper Mate brand owner Newell Rubbermaid says provides an unparalleled, effortless writing experience for a mass-market pen.

The global campaign is to have a humorous slant, being based around the tagline “The world’s most stolen pen”, to play off the concept that Inkjoy pens offer such a revolutionary writing experience that they are bound to be “borrowed” by friends and colleagues.

Paper Mate’s global director of marketing Scott Crist, commented on the launch: “Paper Mate InkJoy will forever change consumers’ expectations of what a pen can deliver.

“InkJoy writes and feels premium, but is priced for mass audiences worldwide,” he said.

The Paper Mate InkJoy portfolio is to include seven pen styles, ranging from the everyday 100 series to the more elite 700 series, with product features and pricing advancing as the design increases.

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