With the brand activation project by TRO,
Paper Mate and Sharpie give space to the talent of Gen Z

Milan, July 25, 2023 – Creativity, a passion for writing and drawing, as well as the desire to create, are aspects common to the brands Paper Mate and Sharpie (both part of Newell Brands). They make it their strong point and today they have also made it a tool to strengthen their bond with Gen Z, thanks to a brand activation project created by TRO.

By purchasing two or more Paper Mate and Sharpie products, by September 30, 2023, it will be possible to participate in the “Talento Chiama Talento” competition, which offers the unique opportunity to win an unforgettable experience with Housegram, the exclusive ecosystem of talents, content creators and professionals in the digital world and performing arts who create content dedicated mainly to Generation Z. The final prize of the competition – conceived, organized and managed by TRO – is to be able to spend an entire day with the talents of Housegram, closely follow their creative process and create content with them to share on their channels. An exceptional opportunity for young people and their families to be able to transform and evolve their creativity thanks to Paper Mate and Sharpie.
“Writing, drawing and art in general are profound ways to express yourself, not only on paper but also digitally. With ‘Talento Chiama Talento’ we have created a perfect combination of writing tools and the awareness of being able to create something unexpected in digital” says Valentina Guatelli, Trade Marketing Manager South Europe of Newell Brands, “With this new project, TRO has confirmed its ability to create a Total Experience that allows our brands to engage their target audiences”
To promote the brand activation “Talento chiama Talento” on TikTok and Instagram, over 30 talents belonging to the Housegram roster were involved, including dancers, singers, actors and content creators – who created more than 40 contents dedicated to the project and the products of the two leading brands of Newell Brands. It is estimated that the videos, created with different styles and personalized creativity, will reach 5 million views during the campaign.

In addition to the contents intended for social media, TRO has combined offline communication with POP materials intended for traditional channels (stationery stores) and large-scale retail trade. The agency has also developed a dedicated website: talentochiamatalento.it.
“Bringing creativity on paper into the digital world is a rather complex operation: thinking of an experiential brand activation that leads people to rediscover stationery and writing products on social media was therefore very stimulating” says Antonio Magaraci, Managing Director of TRO “With Talento chiama Talento” we have created a project for Paper Mate and Sharpie that speaks to young people, without forgetting families: an audience not to be underestimated when communicating to Gen Z”.