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Pentel’s flagship EnerGel range has
long been a
Pen To Paper
favourite.
Combining the smoothness we crave
with the fast drying times and long-
lasting performance that business
users demand, EnerGel goes from
strength to strength.
Much of its success is to do with
EnerGel’s ink, but imaginative marketing
also plays its part. So, too, does Pentel’s
on-going expansion of the range, which
has brought the benefits of EnerGel liquid
gel ink to a broader audience. In this
context, the launch of the highly affordable
EnerGel X is particularly significant (see
box).
Despite its name EnerGel is not a
true gel ink pen, but rather a hybrid
that combines the smoothness of a gel
ink with the quicker dry times of liquid
ink. This minimises the risk of smudging
making it ideal where neatness is required,
particularly for left-handed users.
“Fast-drying EnerGel ink is central to
the appeal of our pens and something
we really focus on,” explains Pentel
marketing manager Wendy Vickery. “At
exhibitions and roadshows, people often
produce other pens with which to test our
claims and quickly realise that we don’t
exaggerate – that EnerGel ink really does
dry almost instantaneously.”
This is far from being the only factor
in EnerGel’s success. “In the last couple
of years we have added more products to
the EnerGel family and the fact that we
have bespoke versions for Breast Cancer
Campaign and The Prostate Cancer Charity
has helped enormously with the brand
awareness,” says Wendy.
Every time a special edition ‘pink’
EnerGel pen is sold, Pentel makes a £0.25
donation to Breast Cancer Campaign. So
far it has raised more than £500,000 for
the charity, which it continues to support,
and is hoping to do the same for The
Prostate Cancer Charity.
Last year, it launched two ‘blue’ pens,
a blue-barelled LineStyle ballpoint and an
EnerGel Xm Retractable with an ice-white
barrel and aqua blue trim. So far, these
pens have raised £46,500 for the cause,
with donations of £0.20 and £0.25 per
pen sold respectively. And with more
activities planned for 2012, this is just
the start.
Another highlight of 2011 was
the launch of a viral campaign that
uses animation to convey the
most important features of the
range. Supported by online and
print advertising, this initiative
Spread the Word
Pentel EnerGel
What we liked:
• fast drying ink for smudge-
free writing
• super smooth writing
experience
• barrels made with high % of
recycled plastic
• growing range with models
to suit all budgets
• imaginative marketing
campaigns
• more than £500,000 raised
for Breast Cancer Campaign
and over £46,000 for The
Prostate Cancer Charity.
Editor’s Choice: Pen To Paper Summer 2011
26
Editor’s Choice Awards
Pen To Paper Summer 2011
0870 903 9500
An EnerGel for Everyone
EnerGel X.
New to the range, EnerGel X
extends the EnerGel experience to those
on tight budgets. The retractable liquid gel
pen has a see-through barrel, a 0.7mm
tip – the most popular choice for everyday
use – and is made from 84% recycled
material*. It costs just £1.89 and is
available in black, red, blue and violet ink.
EnerGel Plus.
The next model in the
family is available with a 0.7mm tip or a
0.5mm needle tip for those who prefer a
more precise line. Costing £2.10, EnerGel
Plus has a distinctive gun metal grey barrel
(0.7mm) or dark blue barrel (0.5mm) and
is made from 53% recycled material*.
EnerGel Xm and EnerGel Xm
Retractable.
These deluxe liquid gel
pens feature strong metal pocket clips and
are refillable. The former has a cap and is
available in a choice of 0.7mm or 1.0mm
tip. It is made from 50% recycled
material* and costs £2.79. The latter has
no cap to lose; is available with a choice of
0.7mm or 0.5mm tip; is made from 54%
recycled material*; and costs £2.99.
EnerGel Sterling.
This quality writing
instrument, with its silver coloured metal
barrel, grooved finger grip and retractable
tip makes an ideal gift. It is refillable, has a
0.7mm tip for a fine to medium line width
and costs £8.49.
*All EnerGel products, except EnerGel
Sterling, are part of Pentel’s Recycology
range and made with a minimum of
50% recycled material (Percentage
based on total weight of the product
excluding the ink and refill).
EnerGel products are available
from all good stationery
suppliers.
encouraged pen buyers to go online to
watch the story unfold – literally (to see
what we mean, visit Pentel’s website).
With more launches in the pipeline,
including vivid new colours, the EnerGel
story itself clearly has a long way left
to run.
www.pentel.co.uk