Sales up at Pentel ahead of TV campaign
With a less than a week to go before the start of its 2013 television advertising campaign Pentel has announced sales of its EnerGel range were up 15 per cent in the rolling year to the end of July, with strong indications of a highly successful back to school and college promotion leading into the autumn.
The company is re-running the successful EnerGel campaign that aired in 2012 and marked Pentel's first appearance on UK television for thirty years. Breaking on 27 August, the campaign will reach consumers during the most active stages of the post-holiday, back to school period, including the so-called 'Manic Monday' shopping frenzy.
The fun campaign will see the reappearance of the 'blue people' who made their debut last year, illustrating the quick drying, smooth flowing properties of EnerGel ink in a memorable 30 second commercial.
Pentel Marketing Manager, Wendy Vickery says, "Last year's campaign with the blue people was so successful we've decided to run it again to help our customers gain maximum benefit from the rapidly increasing consumer awareness of EnerGel pens."
Once again, Pentel is targeting students, teachers, parents and office workers in a campaign that will air on channels including ITV2, MTV and E4, plus video on demand through ITV Player. New in the mix for 2013 is the inclusion of RTE, to support sales in Ireland.
Wendy Vickery says, "Our 2012 campaign broke new ground for Pentel and now we want to build on this excellent platform to support EnerGel throughout the Back to School period and beyond. Re-running our TV campaign will put EnerGel in front of our core target audience at one of the most important purchasing times of the year. And the campaign is supported with incredible consumer offers to ensure that EnerGel is truly irresistible at the point-of-sale."
Graham Craik, Director of Sales UK and Ireland, commented, "Our double digit EnerGel sales growth builds on last year's record-breaking sales for our rollerball range as a whole, with many Pentel customers enjoying impressive sales of these products. With strong and sustained promotional activity to support our customers, and the second year of our TV campaign to drive end-user demand, we're extremely confident that we'll be able to deliver continued growth in the rollerball category for the foreseeable future."