Sharpie Creative Line – Newell

Creating an incremental segment for a venerable brand

THE CHALLENGE

Identify a series of white space opportunities within the marker space

THE JOURNEY

An in-depth synthesis of previous research and desk research led to a series of brand agnostic opportunity areas,   Co-creation with consumers revealed a deep love for the Sharpie brand  which had never been leveraged within the art marker space. Conducting a rigorous Newell Company development deep dive helped identify a series of  new applications and technologies.  

THE WIN

The Sharpie Creative line launched in 2024 with two SKU’s. It has been met with extremely positive reception and more products under this creative banner will be launched going forward.