Strategic Insight:
For Gen Z and Gen Alpha, self-expression isn’t optional, it’s their language. But in a world dominated by screens and keystrokes, analog writing risks feeling outdated.
To re-ignite its relevance, Paper Mate needed to transform handwriting from a task into an act of joy.
Creative Solution:
We positioned Paper Mate as the pen of pure self-expression with the rallying cry: Feel the Joy. To embody all that joy, we partnered with social media star Happy Kelli, whose vibrant style and fluid dance moves mirror the effortless flow of Paper Mate pens




How do you reignite love for writing in a digital world?
Here’s how we did it




Consumers really felt the joy.
52% sales above forecast for InkJoy Brights.
90% incremental growth to the Paper Mate brand.
27% incremental growth to the pen category.