Pentel has revealed a new marketing campaign including major 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 high-impact advertising, competitions and compelling 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 and Christopher Robin. The commercial also illustrates the quick-drying, non-smudge properties of EnerGel ink. With guaranteed admissions of over 1.6 million in the UK and Ireland the memorable commercial will create mass awareness for the Pentel brand and the EnerGel range.
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.
Pentel marketing manager, Wendy Vickery, 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.”