Parker Jotter caters for 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 creative that increased impact, drove awareness and trial for 18-30 years olds. The creative needed to display that the new Jotter line was the ideal choice as a first fine writing pen.
Each Jotter pen is named after a different London address. The resulting creative displayed a Union Jack made up from the pens themselves. The 'Jotter London' headline linked the image to the idea and 'Just A Click Away' became a simple sign-off that alluded to the famous Jotter pen 'click'. This line also encouraged 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, point of sale, digital and experiential amplification of the idea, Parker leveraged the new creative to create a TV commercial based around the 'Jotter London — Just A Click Away' concept.