If you visit the website of the German pen brand, which you may associate with school or one of those office brainstorms, the brand messages you get are quality, reliability, efficiency.
Dig a little deeper into the edding brand and you find yourselves in the murky world of Secret Wars.
A cross between Art Attack and Fight Club, Secret Wars’ mission is to turn live art into a recognised sport – and they’ve already gone global. Word-of-mouth live art battles are taking place in cities across the UK – two artists turn up and have 90 minutes to create a piece of work on a wall, with edding pens, of course – judged by those assembled and two guests from the art world.
edding pens are the sponsors – but blink and you’d miss it. A tiny thank you, the edding logo embedded within the illustrated Secret Wars banner and of course product placement – even a branded, limited edition marker – are the only signs of thier backing. There’s no huge marketing budget here but by using underground tactics and an ironic viral ad the reach of the campaign is considerable. Throw in an association with Reebok and good old, safe edding pens seem suddenly creative and edgy.
