Pilot is one of the largest and oldest pen makers in the world. The problem is that the pen is a product that garners very little interest, and spontaneous knowledge of brands as well as specific products is very low. The market contains little in the way of emotional value – not much more than product and price are communicated to the consumer.
Why pay extra for a product or a brand that you can’t tell from all the others, and that you have no emotional response to?
It’s amazing, really, what a tiny pen can achieve. A parent’s pride in a child’s first drawing. A little note passed in class that becomes the beginning of a first romance. The signature on a peace treaty and gives hope to the whole world. It’s easy to forget all the things that a pen helps create. And those who make it possible.
By giving Pilot not only rational values – functionality, quality, design – we create something more. And given Pilot’s hundred-year history, they can certainly take on the role as the pen maker – and thereby the makers of all the things that a pen makes possible.
The Power of the Pen. That the pen is mightier than the sword is well known – but the power of the pen extends further than that. This concept reminds people of the role of the pen in every walk of life – from the great to the ordinary, and everything in between.