Fjäder (FJ-W907)

Objective: A large advertising agency was seeking a marketing tool for use when prospecting Fortune 500 clients. They required something new and unique to attract attention to their firm.

Strategy: The distributor presented the Fjäder pen, an incredibly light, striking, executive pen evocative of an old world quill pen. The distributor noted that Fjäder means “feather” in Swedish, as noted on the packaging, and offered the idea that the agency could play upon the lightness with the theme, “We are light on budgets but not on ideas.” As a new item to America and manufactured in Sweden, they could also use a theme like, “This is just one of our new ideas.”  

Result: The firm loved the strategy and the opportunity to co-brand with a European designer an added bonus. The agency was very pleased with the response which has resulted in several new clients.