Preparing for a summer packed full of activity, Pentel has revealed a new marketing campaign with support for its flagship EnerGel range.
Covering key periods throughout the spring/summer, with particular focus on Back to School, Pentel will encourage teens and young adults to make the summer holidays fun and Back to School a breeze, with a mix of activity including advertising, competitions and social media content. In total, the campaign will reach over 4.6 million teens and young adults.
In July and August, a key target audience of 16 – 24 year olds will see a return of the ‘blue people’ in a 30-second commercial appearing in cinemas nationwide before summer blockbusters such as Jurassic World, Hotel Transylvania 3 andChristopher Robin. The commercial will illustrate the quick-drying, non-smudge properties of EnerGel ink. Now available in 12 ink colours, EnerGel has seen double-digit sales growth to the end of March 2018.
Wendy Vickery, Pentel Marketing Manager said, “a huge part of student life is spent studying and revising for exams. We want to support them through challenging periods and celebrate the end of the exam period, and encourage them to enjoy a few weeks of fun before they start to think about the new term. Throughout the summer fans will see a series of social media posts, videos and vlogs, leading up to the peak of activity in July and August with cinema advertising and competitions. And, of course, Pentel products will play an integral role throughout in helping them prepare for and enjoy both academic and leisure activities.”
Inspired by the success of last year’s EnerGel campaign, Pentel has once again teamed up with vlogger Kaitlin Emma to inspire students and young adults. Following on from a series of recent revision tips and techniques videos for Pentel Kaitlin will go on to share her summer adventures and support a tongue-in-cheek ‘Anti-Back to School’ message, to build empathy with the student audience.
Connecting with Pentel’s teen/young adult audience through fun and interactive social content Kaitlin will help extend the reach of the campaign by encouraging them to claim back their summer holidays and simply have fun.
Pentel will also be sampling EnerGel to students via open day events at further education colleges and universities, and communicating with over 263,000 students through platforms operated by student lifestyle and fitness publisher, Leisure Kicks.
As the new term approaches Pentel will focus on the Back to School and College period by continuing to demonstrate key features of the EnerGel campaign. Other activity will include projects and videos supporting the popular Pentel Arts range, with further content in the run-up to Christmas.