Feel
The Joy.
Two years with Happy Kelli. We made writing feel like a feeling again.
The
Joy
Brights
That
Moves
Movement.
Mood.
The Problem
People stopped noticing pens because pens stopped giving them anything to feel.
What Happened Next
+52%
Sales above forecast for InkJoy Brights at launch.
+90%
Incremental growth to the Paper Mate brand.
+27%
Incremental growth to the pen category overall.
The Setup
Writing had become a chore wedged between keyboards. The category answered with price and pack count, racing to be the pen nobody thinks about.
The Insight
Nobody remembers a pen. Everybody remembers how good it felt when the ink just glided.
The Solution
We put the feeling back in frame. Feel the Joy turned the physical pleasure of smooth ink into the whole story: color, motion, and sound built around that one glide.
A pen brand that grew the whole category.
InkJoy Brights launched ahead of forecast and pulled the entire pen category up with it.
+52%
Sales above forecast for InkJoy Brights at launch.
+90%
Incremental growth to the Paper Mate brand.
+27%
Incremental growth to the pen category overall.
Every category has a feeling waiting to be named. If you think yours does too, we'd love to compare notes.
Get in touch