How do you tell consumers about the ultimate smooth writing experience in a category that's overwhelmed with messages about smoothness and easy writing? With the launch of the new uniball Jetstream 101 product, we created a unique tagline "Stream Smearlessly!" and visual system to proclaim the new Jetstream 101 a uniquely effortless pen.
Our communication strategy conveyed a sense of confidence to users that writing with this new rollerball pen would give them ultimate speed and performance. We developed the Stream Smearlessly mark, packaging, online advertising, consumer announcement email and trade marketing materials to continue the visual story across all brand elements.