International Football Star Drives Global Marketing Campaign for Sharpie
as New Advertising Kicks into Gear
OAK BROOK, Ill., July 7 /CNW/ -- Sharpie(R) markers debuts its global TV
ads featuring football superstar David Beckham. The popular autograph brand,
which earlier this year announced a two-year global partnership with Beckham,
expects to score big with the new ads.
To view the Multimedia News Release, go to:
The TV spot, set to air in select markets around the world starting in
July, shows Beckham using various Sharpie markers to autograph a variety of
unusual items for fans. When the time comes to return the Sharpie marker to
its owner, Beckham resists. Ultimately, his quick moves and clever thinking
lead to a happy ending for all, but in the process, viewers get a good laugh
-- and a good look -- at Beckham.
Following are the regional ad launch dates along with select networks it
will air on:
-- Australia - June 22; MTV, Pay TV
-- United Kingdom - July 1; Programme TBC
-- New Zealand - July 6; TV1, TV2, TV3, TV4
-- United States - July 7; Bravo, TBS, TLC, HGTV, USA, TNT, ABC Family
-- Canada - August 18; MuchMoreMusic, W, HGTV, TSN, Canal Vie Musimax
-- Latin America - details coming soon
It was directed by Simon Cole and developed by Young & Rubicam's Brand
Buzz agency based in New York.
"I'm pleased to work with Sharpie as a partner," said Beckham. "It seems
natural as I use their markers regularly to sign autographs. I had great fun
doing this advert and I hope everyone enjoys it."
"The Sharpie brand has strong awareness in the United States, and our
partnership with Beckham elevates our brand for a more global footprint around
the world," said Howard Heckes, Sharpie Global Business Unit President. "Now
that we've introduced the partnership, we're ready to unveil the TV ad that
makes light of the Beckham autograph experience in a way we think will
resonate with Sharpie marker fans everywhere."
Sharpie Kicks Off Global Promotion, Web Site and More
The Sharpie brand partnership with Beckham includes a fully integrated
global marketing campaign in key regions around the world, including North
America, Latin America, Europe and Asia Pacific. The campaign includes
advertising, in-store displays, packaging (in select markets), and a revamped
global Web site. It also includes a consumer promotion encouraging people to
"Write Out Loud(R) with Sharpie & Win" for a chance to meet David Beckham in
Over the next two years with schedules varying per market, consumers can
enter the "Write Out Loud with Sharpie & Win" promotion by visiting
www.sharpie.com and submitting images of everyday items -- from the mundane to
the outlandish -- that they've designed, decorated and decked out using
Sharpie markers. Sneakers, backpacks, t-shirts, and soccer balls are just the
start of the many canvases (safe and legal, of course) awaiting the bold mark
of a Sharpie marker. Entrants are encouraged to "think Beckham and be bold"
for a chance to win an all-expense paid trip to meet David Beckham in person.
Go to www.sharpie.com for complete contest details.
The Sharpie brand appeals to a wide variety of fans and has a long
history of sports sponsorships in the United States. Among the top-name
athletes who have previously partnered with the Sharpie brand are NASCAR's
Dale Earnhardt Jr., Pro Football wide receiver Terrell Owens, Pro Football
Hall of Famers Steve Young and Howie Long, and legendary golfers Arnold Palmer
and Gary Player. Many athletes use Sharpie markers to sign autographs because
they leave a bold mark.
For more information on the Sharpie Beckham partnership, go to
For more than 40 years, Sharpie has been the popular brand of permanent
marker associated with the autograph experience. Newell Rubbermaid Office
Products Group, maker of Sharpie(R) markers, is a worldwide leader in the
manufacturing and marketing of writing instruments, art products and office
organization and technology products, including such well known brands as
Paper Mate(R), Sharpie(R), DYMO(R) Parker(R), Waterman(R), EXPO(R),
uni-ball(R), and Rolodex(R), among others. Visit www.sharpie.com for more
FOR MORE INFORMATION:
Susan Wassel, Sharpie
Agatha Thaller, Weber Shandwick
Sharpie Addresses Consumer Needs with New Pen for Everyday Writing
Launching exclusively in North America, Sharpie is proud to introduce the
first-ever Sharpie Pen -- which makes a bold mark like only a Sharpie can, but
doesn't bleed through paper. Offering a smooth, high-quality everyday writing
experience, Sharpie Pen features a specially formulated permanent ink that
delivers bold and vivid colors while also being fade-, water- and
smear-resistant. Available wherever office products are sold, the Sharpie Pen
is perfect for thank-you notes, birthday cards, journaling, and note-taking at
home, work and school. It is available in black, blue, red and green. Go to
www.sharpie.com for more information.
For further information:
For further information: Susan Wassel of Sharpie, +1-630-481-2018,
Mobile, +1-630-290-0025, firstname.lastname@example.org; or Agatha Thaller of Weber
Shandwick, +1-314-552-6785, Mobile, +1-314-607-0059,
email@example.com Web Site: http://www.sharpie.com