You have to wonder about the David Beckham and Sharpie matchup. Beckham is one of the world’s most famous soccer players. Sharpie makes markers. The connection? Beckham purportedly uses Sharpie markers to sign autographs for his adoring fans. Really? That’s it? This is the linchpin for the largest integrated global marketing campaign in the company’s 47-year history?
I don’t think so, my friends. This is a perfect example of a brand matching up with an international superstar that begs the question: what are these two doing together? Why should anyone care that Beckham uses Sharpie? I certainly don’t. And I doubt many other people will. If Sharpie were selling soccer shoes or shorts I’d say “Yes, now that makes sense. If anybody knows soccer shoes it’s Beckham.” Unfortunately for Sharpie, they don’t sell soccer shoes or shorts. They sell markers.
Which prominent people use markers? Artists. Get a famous artist to lead your international campaign. Or get someone from a popular cartoon-The Simpsons, Southpark, Family Guy, take your pick. How about cartoonists? The people who draw comic strips. Any professional who could feasible use what you sell would have a natural fit with your campaign. It would ad credibility to what you’re trying to do. And, the people you’re trying to reach may find inspiration in your selection.
What makes the Beckham marriage even worse is that a worldwide contest is involved with this campaign. Sharpie loyalists and others will be able to submit their Sharpie drawings to Sharpie’s website. David Beckham will be selecting the winners. And then the burgeoning artists will meet their idol, David Beckham.
It boils down to this: you’re going after artistic people, i.e., people who use markers. Beckham may be an artist with a checkered ball on grassy fields, and he very well may be brilliant when wielding a Sharpie, but he has absolutely no credibility with this crowd.
All talented artists: Get discovered by David Beckham. I’m sure he has connections in the art world.
2 responses so far ↓
Teri // March 19, 2008 at 6:54 am
I have to say I like Sharpie’s ‘Write Out Loud’ campaign. What do people use Sharpie’s for…for writing, communicating and expressing one’s self. Political correctness is absolutely abundant, and people yearn for the opportunity to say exactly what they are thinking. I agree David Beckham is perhaps not ‘the’ shining example of self-expression; however, he is an individual who is out, in the public eye, so in that respect he is ‘loud’ and his voice is known. Sharpie is like Kleenex, at least in the U.S. Its got the product line, but it needs to think of new and innovative ways to keep its name out in front of mass audiences. David Beckham is one way of doing that.
filtertown // March 22, 2008 at 12:02 am
I don’t see Beckham as a loud personality. He’s famous, yes, but I’ve never heard him say anything of importance. Ever. Plus, it’s odd that you would choose a guy to market a writing instrument whose wife is infamous for saying she’s never read a book in her life. The only thing the Sharpie campaign has going for it is that Beckham is, as you said, in the public eye. But the point is that he doesn’t lend any credibility to the brand. We constantly talk about things that will strengthen the brand. I do not think this is one of them.