Specially formulated permanent ink delivers same bold colors and smooth
performance without bleeding through paper
ATLANTA, June 30, 2008 /PRNewswire-FirstCall/ -- Newell Rubbermaid
(NYSE: NWL) today announced the debut of Sharpie(R) Pen. An innovative
extension from one of the most widely recognized brands in consumer
products, Sharpie Pen addresses consumer needs by delivering the bold,
smooth, high-quality writing experience associated with Sharpie markers but
with the performance of a pen that doesn't bleed through paper. The new
Sharpie Pen line extends the brand's presence beyond markers and
highlighting into everyday writing so that the Sharpie brand can now be
found in three key writing segments of the office products category.
(Photo: http://www.newscom.com/cgi-bin/prnh/20080630/CLM012 )
"We developed the Sharpie Pen based on our research that consumers
wanted the bold quality of a Sharpie marker for all their everyday writing
needs," said Howard Heckes, president of Newell Rubbermaid's Markers,
Highlighters & Art Products global business unit. "With this line
extension, we expect to drive incremental growth for the brand and maintain
a leadership position in all three writing segments."
Sharpie was introduced in 1964, and through the years the bold,
permanent markers have reached cult status with many American consumers.
More than 400 million Sharpie markers are produced each year, which
translates to about four Sharpie markers per U.S. household. According to
Sharpie consumer research, Sharpie markers evoke feelings of confidence and
inspiration, hallmarks of brand loyalty and a key component of Newell
Rubbermaid's overall brand strategy.
The launch of Sharpie Pen further delivers on Newell Rubbermaid's
commitment to consumer-driven innovation. The stylish design gives it a
high-grade physical appearance, while providing comfort and performance.
The ink is fade-, water-, and smear-resistant when dry, and the unique
plastic tip allows for durability. The fine tip size ensures crisp, precise
and consistent line-width, making Sharpie Pen ideal for thank-you notes,
birthday cards and note-taking at home, work and school.
The Sharpie Pen also reflects the emergence of new and non-traditional
uses of the product by consumers, including office workers using Sharpie
markers to take notes and teens using them to create colorful artwork on
their shoes and jeans. As a result, the brand looked for ways to expand to
meet consumer needs and grow the business. Consumer insights highlighted
the opportunity to expand into the everyday writing segment.
Helping pave the way for the creation of the Sharpie Pen was the 2007
launch of the Sharpie Ultra-Fine Retractable marker. An extension of the
Sharpie Retractable product line, the Ultra-Fine Retractable marker
features a smaller tip size for writing versus marking. There is no cap to
lose, and the retractable feature means it can easily be opened and closed
with only one hand. Also included is a Safety Seal(TM) Valve which helps
prevent drying out. An immediate hit with consumers, the Sharpie Ultra-Fine
Retractable marker brought the Sharpie line closer to featuring an everyday
writing instrument.
Sharpie Pen comes in four colors -- black, blue, red and green -- and
is now available in the gel/rollerball pen section at national retailers
including Office Depot, Staples, Target and Wal-Mart, with a suggested
retail price of $1.79 for a single-pack, $3.58 for a two-pack, and $7.16
for a four-pack.
About Newell Rubbermaid
Newell Rubbermaid Inc., an S&P 500 company, is a global marketer of
consumer and commercial products with sales of over $6 billion and a strong
portfolio of brands, including Rubbermaid(R), Sharpie(R), Graco(R),
Calphalon(R), Irwin(R), Lenox(R), Levolor(R), Paper Mate(R), Dymo(R),
Waterman(R), Parker(R), Goody(R), Bernzomatic(R) and Amerock(R). The
company is headquartered in Atlanta, Ga., and has approximately 22,500
employees worldwide.
This press release and additional information about Newell Rubbermaid
are available on the company's Web site, http://www.newellrubbermaid.com .
NWL-PR
SOURCE Newell Rubbermaid Inc.
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Related links:
http://www.newellrubbermaid.com
Photo Notes:
NewsCom: http://www.newscom.com/cgi-bin/prnh/20080630/CLM012
PRN Photo Desk, photodesk@prnewswire.com
http://www.prnewswire.com/comp/138728.html /
CONTACT:
Nancy O'Donnell, Vice President, Investor
Relations, +1-770-407-3994, Connie Bryant, Manager, Public
Relations, +1-770-407-3671, both of Newell Rubbermaid Inc.
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