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ATLANTA — Newell Rubbermaid has launched of Paper Mate InkJoy, which the company said provides the performance of a premium pen at an everyday price.
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Paper Mate InkJoy comes in an "everyday" and an "elite" series. |
The new pen line, unveiled Thursday, features an ultra-low viscosity ink and proprietary ink delivery system to offer "an unparalleled, effortless writing experience," according to Newell Rubbermaid.
Paper Mate InkJoy comes in seven pen styles, ranging from the everyday 100 series to the more elite 700 series, with product features and pricing advancing as the design increases. The 100 and 300 series are available in 10 bright, modern colors, while the 700 series is offered in black, blue and red.
Newell Rubbermaid noted that these days consumers expect a smooth writing experience, even from a mass-market pen, and that many people are consumers using pens alongside smartphones and tablets and demand higher quality and performance. At the same time, consumers seek greater value for their money.
"Paper Mate InkJoy will forever change consumers’ expectations of what a pen can deliver," commented Scott Crist, global director of marketing for Paper Mate. "InkJoy writes and feels premium but is priced for mass audiences worldwide. Once you try InkJoy, you’ll feel the joy."
Paper Mate is supporting the InkJoy launch with its first-ever global marketing campaign, according to Newell Rubbermaid. The effort started Thursday in the United States and will be followed by key international markets such as Australia, Brazil, Colombia, Mexico, New Zealand, Canada, France and Poland. Called "The World’s Most Stolen Pen," the humorous campaign plays off the concept that Paper Mate InkJoy offers such a revolutionary writing experience, it is bound to be "borrowed" by friends and colleagues., the company said.
