Putting life back into a British icon to turn around a declining category
We developed a more compelling proposition of ‘Better Thinking’, which clearly positioned the Parker brand within the ‘competence’ needstate. In order to re-invigorate the Parker brand globally ZAG focused on two key areas. To define a clearer positioning and proposition for the Parker brand and to design a new visual identity that would: create a far more premium look and feel to reflect the true value of the product and resonate with a global audience, reflecting the true heritage of the Parker brand which includes a Royal Warrant.
This resulted in; 300% increase in sales in key stores pre-advertising, double digit sales growth in key Asian markets within the first quarter since relaunch and 27% increase in global sales of their top 2 pens in the range.