IT’S NOT PERMANENT, IT’S TICONDEROGA

THE INSIGHT //

HUMAN ERROR, TRULY,
IS INEVITABLE.

And, while it is unavoidable, human error is not un-fixable. Especially if you have the right tools.

This print [turned banner] campaign highlights simple instances when someone might change their mind. When the mancave on the blueprint suddenly transitions into a nursery, when your middle school crush changes overnight, or when you just have too many ‘B’s’ in a row, and that cannot possibly be correct.

THE STRATEGY //

Leverage the iconic, wicked soft, pink Ticonderoga eraser as it’s very own competitive advantage, showing that Ticonderoga is the pencil that inherently welcomes change and revision. By owning, accepting, and understanding the inevitable mistakes and indecisiveness humans experience, Ticonderoga is positioned, among all other pencils, as the go-to for correcting errors and celebrating change.

Without limits [or smudges].

THE CAMPAIGN //

IT’S NOT PERMANENT,
IT’S TICONDEROGA.

Pencils are usually celebrated for giving us the ability to write things down. But honestly, the most underrated, best thing about pencils is that they come with erasers. And luckily for us, the Ticonderoga eraser is one of the best in the biz. So, why not use that to our advantage and switch it up a bit. This campaign focuses on the Ticonderoga eraser because sometimes we write stuff down and then need to edit, undo. cut, paste. delete, delete.

Ticonderoga is made for people who change their minds.