"Sharpie is putting their biggest fans in the center of the next evolution of the "Uncap What’s Inside" integrated campaign that launched today: “Start With Sharpie.”
When it’s a brand like Sharpie, that already dominates its category, you need to stand for something more than just a writing utensil especially in today’s digital era. The Chicago team has done a great job of tapping into their consumers who are finding new, creative uses for the product beyond any of our wildest dreams.
All elements of the campaign, from digital, social, print, cinema and inspirational webisodes feature everyday advocates of the Sharpie brand. Even the new packaging – the first major redesign in more than a decade - reflects consumers' creative uses of the product, veering away from traditional label packaging. Fans are also encouraged to inspire others by sharing their work on the redesigned website, http://www.Sharpie.com, for a chance to be featured on YouTube when Sharpie takes over the YouTube homepage on August 27 for 24 hours.
This is a great example of creative, planning, account, production and media working together to create a new experience."