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Jotter caters the everyday demand of a young, lively, individual and quality mindful consumer, looking to take their first steps into the fine writing category. They are looking for beautiful craftsmanship and want products that show they are cultured, competent and intelligent.
The task was to amplify the reach of Parker Jotter through new advertising creative to increase impact and drive awareness and trial for the 18-30 years old, that the new Jotter line is the ideal choice as the 1st fine writing pen.
Each Jotter pen is named after a different London address. The resulting creative displayed a Union Jack. 'Jotter London' became the hook that linked the visual with the image and 'Just A Click Away' became a simple sign-off that eluded to the famous Jotter pen 'click' also encouraging people to discover.
The creative was transformational for the business, resulting in Parker changing all of their Jotter packaging to reflect the new creative. As well as print and digital amplification of the idea, Parker leveraged the new creative to create and produce their first TV commercial for decades and sales of Jotter pens rose by over 25%.