Campaign details
Advertiser: Newell RubbermaidBrand: Paper MateAgency: Cohn & WolfeCountry: United States
Situation analysis
Paper Mate engaged Cohn & Wolfe to connect the brand with its difficult to reach teenage target. Staying true to the brand's tradition of bringing its consumers joy, Cohn & Wolfe believed that rallying around a relevant social cause could both inspire young teens AND generate buzz surrounding the launch of the brand's new product, Paper Mate InkJoy Gel Pens.
At the heart of our strategy was a strategic partnership. The team conducted in depth...