Via Staedtler

Background

Staedtler was established in 1835 in Nuremburg, Germany. It is one of the oldest stationery brands in the world and is the only company to manufacture their pens and pencils locally in Australia. Everyone knows Staedtler and remembers using one of their black and red pencils or blue erasers at some point. Over recent years, marketing activity has focussed almost entirely on the trade audience in support of the sales team. However, in 2005 Staedtler briefed HOST to define a brand idea for Staedtler and to develop a consumer communications campaign to run in 2006. HOST’s challenge was to stimulate consumer demand for Staedtler by assuming the category leader role and making brand choice more important.