Propelling Pentel to #1 on Amazon Through Strategic Brand Partnerships
Who Are They?
​​Pentel is a globally recognized writing instruments brand, known for blending product innovation with premium performance. As a mid-sized player in the CPG space, Pentel serves everyday consumers and creative professionals with high-quality pens and creative tools.
​
Where Were They Before Working With Us?
Following the launch of its True Colors campaign, aimed at reaching a younger, more culturally attuned audience, Pentel had a solid foundation in place. But to break through at retail and drive deeper engagement, the team needed strategic brand collaborations that could amplify the campaign and create cultural relevance at scale.
​
What Problems Were They Facing?​
-
Needed high-visibility CPG partners to expand the True Colors campaign impact
-
Lacked internal bandwidth to build and execute a targeted partner outreach strategy
-
Faced pressure to drive brand excitement in retail environments and lift product visibility online
-
Sought culturally aligned collaborations to strengthen perception and drive incremental growth
​
What Did We Do To Solve It?
I was brought in to lead a focused brand partnership initiative to support True Colors. Key actions included:
-
Identifying culturally relevant CPG brands aligned with Pentel’s audience and values
-
Developing and executing a targeted outreach strategy to high-potential partners
-
Leading conversations with top-tier brands and securing interest for campaign collaborations
​
The Results?
This strategic groundwork opened doors with brands like Jelly Belly and Haribo, ultimately leading
to a Jelly Belly x Pentel collaboration that helped catapult the EnerGel pen to the #1 trending pen
on Amazon during the campaign window.
Jeff Werderman
Director of Marketing
“Lisa is a brand thought leader. That’s why we called her to help us on our flagship brand collaboration initiative. She promptly helped to refine our strategy, develop a brand partner prospect list and attract a few well-known brands into collaboration discussions. We needed the jumpstart that Lisa provided and highly recommend her for brand-centric initiatives.”