New Go-to-Marketing Message Builds a Sustainable Story Around Consumer Brand

Seeking to highlight their sustainability efforts, Uni-ball UK turned to the creative strategy experts at Highlands Digital.


The Client  

Uni-ball is a worldwide leading writing instruments manufacturer and supplier who relentlessly pursues the highest standards of quality, design, innovation and technology with the desire to create products that uniquely match the needs of the individual user.   

Credit @Ryman Instagram

The Challenge   

Uni-ball was looking to create point of sale messaging, mockups and a pitch deck that highlighted new and ongoing sustainability efforts in order to win shelf space at Ryman, a UK stationery retailer with over 200 outlets nationwide. The campaign needed to incorporate a consistent tone of voice with a newly refreshed marketing approach around the concept moments that matter. 

The Highlands Digital Difference  

As part of their ongoing engagement, Highlands Digital revealed that Uni-ball and their main competitors had similar messaging with a heavy focus on features and a lack of emotional connection with the consumer. 

With this in mind, Highlands Digital developed a new marketing direction focused on day-to-day life moments that matter to the consumer. The campaign was modern and relatable and therefore emotionally connected the consumer to the client’s brand.  

Using this direction, Highlands Digital designed an impactful sustainability campaign to tell the story of the client’s past, current and ongoing sustainable efforts. 

computer at desk

computer on desk

The Result  

Ryman agreed to roll out point of sale displays to all stores, as well as including Uni-ball’s sustainability campaign in their back to school mailer (2M copies distributed via Royal Mail, and an additional 200K in-store copies), in their email, on their blogs, Instagram and Facebook. The concept was so well received Ryman launched a series of outdoor ads across London including bus stops, train and in the Tube. In addition, Uni-ball extended the campaign to trade press, across their social media, and it’s featured on their newly executed website. Uni-ball intends to roll out the campaign to all UK retailers by back-to-school 2020.  


News & Insights Newsletter

Keep up with the latest Marketing and eCommerce news and tips