Sharpie, Write Out Loud
Created by the Sanford Company in 1946, the Sharpie was the first pen-style permanent marker. In 2002, the Neilsen Ratings Company estimated that Sharpie held 50% of the permanent marker market share due in large part to the $5 billion memorabilia industry – which includes people signing autographs as well as autograph seekers. Sharpie is sold in the US, Canada, Europe, the UK, Australia, and Latin America.
With 7 varieties of markers and 39 colors, Sharpie’s have a multitude of uses including signing autographs, labeling, wig coloring, coloring glass, poster design, and cartooning. Sharpie’s can write on glass, wood, stone, metal, plastic, cloth, and paper without problem.
Sharpie, Write Out Loud TV Ads
Early celebrity endorsers for Sharpie include Jack Parr and Johnny Carson. Within the last ten years, Sharpie has sponsored PGA golfers David Toms, Chad Campbell, Arnold Palmer, and Gary Player.
Sharpie received an extraordinary amount of publicity in 2001 due to football star Terrell Owens. Owens signed a ball in the end zone right after he made a touch down. Sharpie received $5 million in publicity because of his stunt.
Sharpie also teams up with sports figures to support community-based educational organizations with their “Autographs for Education” campaign.
Sharpie’s largest sponsorship is in the world of racing. The company has sponsored racers Jamie McMurray, Kurt Busch and Dale Earnhardt Jr. Since 2001, Sharpie has held the Sharpie500 – a nighttime race at the Bristol Motor Speedway, and since 2004 the company has also held the Sharpie Mini Race.
Sharpie is the official marker of the Walt Disney World Resort and our countries President. Bush’s Sharpie’s have his signature and “The White House” etched on them. Bush is not the only person Sharpie produces personalized pens for – in addition to many celebrities, Sharpie designs pens for the rest of us at http://mysharpie.com .
In 2002, Sharpie executed its first national advertising campaign titled “How Do You Use Your Sharpie?” The campaign included network and cable TV, grassroot events and point-of-purchase displays. The TV commercials showed mock street interviews asking consumers how they used their Sharpie.
Sharpie’s current campaign “Write Out Loud” uses Sharpie’s to make unfavorable situations better. The most memorable ad is the woman who is writing a pleasant resignation letter and halfway through pulls out a sharpie and writes “I QUIT!” over what she had already written.
Sharpie introduces a new set of colors each year, so be on the lookout!