In Brief

Sharpie encourages teens to use their markers to start a revolution in a multi-million dollar ad campaign that reaches out in every medium possible.

Sharpie, the leading manufacturer of permanent markers and highlighters in the United States, is going back to school with fervor and color.

While they were once touted as being the choice marker of celebrities, an image created by hiring David Beckham for their ads, the latest campaign is targeted at teenagers, and the message is all about self-expression and starting a revolution.

The campaign began with the overhaul of their website last week that asks ‘What are you starting?’ and encourages fans to submit their Sharpie creations to be used in a YouTube takeover on Aug. 27. But it doesn’t end there. It’s just the beginning of Sharpie’s aggressive, multi-channel campaign to maximize sales in the most profitable quarter of the year.

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