Following sustained activity including cinema advertising, social media support, promotions and new product development Pentel UK is proud to announce an increase in sales of its flagship EnerGel family of over 40% for the calendar year to the end of August.
The results are even more impressive for the key exam-time and back to school period April to August, with sales increasing by nearly 70%.
Pentel Director of Sales UK and Ireland, Graham Craik, said: “This success is the result of a number of factors, including the addition of four new colours to the EnerGel range. As we know, consumer demand for colourful stationery has grown considerably over the last couple of years – both in B2B and B2C sectors. So, the fact that consumers can now buy their favourite quick-drying liquid gel pen in a range of 12 colours is appreciated by them and most welcomed by our trade customers.
“EnerGel has always been very popular with office products users, but we’re also growing our business in retail and education channels in particular, as increasing numbers of end-users experience the benefits of EnerGel ink, which is ideal right and left-handed writers, for themselves.”
Over the summer and into the key back to school/college period Pentel has invested heavily in a campaign to encourage students to ‘Stick with It’. Peak activity in August included a nationwide cinema advertising campaign in the UK and Republic of Ireland, targeting 16 – 24 year olds, running alongside some of the year’s highest grossing films to date, including Spider-Man: Homecoming. Over 1.1 million people saw the EnerGel commercial, which featured the comical ‘blue people’ ink spots advertisement that previously ran on TV in 2012 and 2013.
Additional activity to support EnerGel has included prolific use of social media platforms for vlogger engagement, games, exam and back to school time and general fun.
Pentel Marketing Manager, Wendy Vickery commented: “We’re delighted with the results of our EnerGel campaign to date. It’s fantastic to see that our growing number of fans and followers on social media is also translating into sales success across all channels. EnerGel is a core brand for Pentel across the globe and we’ll keep the momentum going to ensure that consumers everywhere appreciate and experience for themselves the qualities of this fantastic family of products.”