Paper Mate Feel the Joy Campaign

The Challenge

In a world where handwriting now competes with keystrokes, and pen sales have flattened, there is one growing category segment and one growing consumer segment. The product category is gel pens and the growing consumer segment is young 12-24 year old females. These young ladies find joy in writing and journaling with colorful, smooth flowing pens that allow them to express their emotions and doodle their dreams. Our challenge was to reposition the Paper Mate InkJoy Gel Pen line, and its new InkJoy BRIGHT! line extension, in a manner that would capture the hearts of this audience and share of the growing gel pen segment.

The Solution:

With an audience that found writing as away to bring more pure joy to their lives, our solution was not to just say “Feel the Joy” but to bring the inherent drama of the product to the stage in a way people would actually feel it