Pentel is embarking on a major campaign this spring and summer to promote its flagship writing instruments range, EnerGel, to teens and young adults across the UK and Ireland.
The centrepiece is cinema advertising featuring the ‘blue people’ who first made an appearance supporting EnerGel on television in 2012.
The key message of the campaign is ‘Stick With It’, which aims to encourage students to keep working on their homework or revision plans or consumers to stop putting off the letter they’ve been meaning to write.
Pentel will connect with the target audience through interactive and engaging social content, to help get fans excited and enthused about their EnerGel pen. The reach will be broadened by cinema advertising throughout August.
Marketing Manager, Wendy Vickery, comments, “As we said originally in our TV commercial for EnerGel, ‘It’s not a pen, it’s a Pentel’. We want to show consumers how EnerGel can help bring their creative minds to life, from writing stories to completing assignments. The fluid flow and quick drying ink ensures that whatever you are penning, with EnerGel it goes where you put it and stays there!”
The cinema campaign will provide mass awareness for the Pentel brand and EnerGel range, and will reach a captive audience of primarily 16 – 24 year olds during summer blockbusters, with guaranteed admissions of one million.
Social influencers will encourage fans to share top tips for exam revision, while vloggers will share their experiences to generate credible content featuring the EnerGel range.
Also during the summer, Pentel will extend the reach of the campaign and help build familiarity by creating a game to be hosted on its Facebook page.
Wendy Vickery says, “Last year we created a game called ‘It’s a Write-Off’ to showcase EnerGel pens and it proved to be highly successful and hugely addictive for our fans. The new game will be fun, interactive and engaging to build buzz around the brand and ensure fans stick with Pentel and EnerGel. It will run during the same period as our cinema advertising, for maximum impact.”
She concludes, “We’ve been promoting EnerGel, our number one family, consistently for many years, with range of activity including TV and press advertising, movies and viral advertising, games, offers and ongoing social media activity, and our commitment to EnerGel remains steadfast. Our objectives are simple: to make new audiences aware of this fantastic range of pens and to help our customers exploit fully the many opportunities that EnerGel presents.”
EnerGel is now available in a range of 12 colours.