Pentel drives EnerGel demand with autumn campaign

Pentel drives EnerGel demand with autumn campaign

A major new, highly targeted social media advertising campaign from Pentel is underway, with the aim of driving additional demand for and celebrating the 20th anniversary of the company’s flagship EnerGel range.


Harnessing the benefit of consistent multiple exposure, the campaign will run for around seven weeks and will generate at least four million impressions. Pentel Marketing Manager, Wendy Vickery, says, “We’re targeting a series of key interests and demographics via Facebook advertising, focusing on students, those working from home and Pentel’s crafting audiences.”

The ad theme uses the famous ‘blue people’ who were created originally for a Pentel TV campaign and have since appeared over the years on cinema screens nationwide. The key message conveys the quick-drying, smudge-reducing properties of EnerGel ink in a humorous and memorable way. Optimised for reach, frequency and engagement, the campaign aims to build brand awareness and invite purchase.

Wendy Vickery adds, “The Facebook advertising campaign is the latest phase in our fully integrated social media activity designed to engage with our core audiences. Earlier in the year Pentel ran a successful Instagram campaign using carefully selected influencers, who created fabulous content for us using the hashtag #PentelPickMeUp. Throughout the year we’ve been keeping our audiences engaged and motivated, whether they were faced with the prospect of cancelled exams or seeking new challenges while furloughed. We want to continue to inspire with content that encourages creativity and self-expression.”

At the same time as the EnerGel advertising campaign Pentel is using its social media channels in the next phase of #PentelPickMeUp, with a series of video content posts and app-based competitions to demonstrate the versatility of the Pentel Arts range.

“Whether your thing is bullet journaling or making notes with EnerGel or personalising flowerpots with our paint markers, Pentel products are designed to support WFH, everyday use and extra-special activities in the home, office or school” Wendy says.

EnerGel is available in 12 colours, all with the same quick-drying, smudge-reducing ink, which is great for right and left-handed writers. Most products in the EnerGel range are refillable and are made using a minimum of 50% recycled material. 2021 will see additional developments in the EnerGel family, which will present new opportunities for Pentel customers.


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