Sakura of America - creating a buzz in the teen market

Sakura of America manufactures and distributes writing instruments and fine art supplies. In 1985, they introduced a revolutionary gel-ink pen - the Gelly Roll®. Closely watching buying trends, the Sakura marketing team determined Gelly Roll Metallics were catching on among teens, and turned to Imagine That to help expand their brand.

We responded with the launch of the "Power to Express" campaign - in Teen People inaugural issues - integrating advertising, promotions and web site contests. The promotion drew thousands of submissions, and four compelling ads were developed around the winning entries. Demand for Gelly Rolls continues to soar each time the ads hit the newsstands.

In addition, Imagine That and Sakura co-developed the Gelly Roll Journal, which packages Gelly Roll pens, removable pages, and fun drawing templates together, enticing even the novice to try their hand at creative self expression. The journals launched in November of 1999, selling more than a million units in outlets from Barnes & Noble to Target.