International Football Star Drives Global Marketing Campaign for Sharpie as New Advertising Kicks into Gear
OAK BROOK, Ill., July 7 /Xinhua-PRNewswire/ -- 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: http://www.prnewswire.com/mnr/sharpie/32858/
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 person.
Over the next two years with schedules varying per market, consumers can enter the "Write Out Loud with Sharpie & Win" promotion by visiting http://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 http://www.sharpie.com .
About Sharpie(R)
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 http://www.sharpie.com for more information.
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 http://www.sharpie.com for more information.
