Pentel’s Brand Partnership Strategy
Elevating Reach & Revenue Through Iconic CPG Collaborations
Who Are They?
Pentel is a globally recognized brand in the writing instruments category, celebrated for its high-performance pens and creative tools. As a mid-sized player in the CPG space, Pentel is known for blending product innovation with long-standing quality—serving both everyday consumers and creative professionals.​​
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Where Were They Before Working With Us?
Pentel had recently launched its True Colors campaign—a brand initiative designed to expand awareness and connect with a broader, younger audience. While the internal marketing team had built a strong campaign foundation, the brand was looking for high-impact partnerships to increase reach, elevate their presence in retail environments, and drive growth.
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What Problems Were They Facing?
Pentel’s challenge wasn’t a lack of marketing—it was about finding the right partners to take the campaign to the next level. The goal was to collaborate with well-known, culturally relevant CPG brands that could expand audience engagement, strengthen brand perception, and drive increased retail excitement and revenue.​
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What Did We Do To Solve It?
I was brought in to lead a strategic brand collaboration effort to support the True Colors campaign and deliver measurable impact. My role focused on:
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Identifying culturally aligned, high-visibility CPG brands with shared audience values
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Developing a targeted outreach and partnership strategy to engage priority prospects
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Leading initial conversations and securing interest from top-tier partners
Through this targeted effort, I successfully opened doors with Jelly Belly and Haribo, generating interest and connecting their teams directly with Pentel’s brand leads. As a result of this foundational work, Pentel moved forward with a Jelly Belly partnership—a collaboration that helped propel the EnerGel pen to become the #1 trending pen on Amazon during the campaign window. These results were built on the groundwork I laid, engaging highly sought-after brands and positioning Pentel for breakthrough retail success.
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.”