Challenge

The Waterman brand is built on its long heritage, resulting in a more conservative positioning. How do we attract a younger female audience to engage with the brand?

INSIGHT

The colourful pen is a standout item—a statement piece.

SOLUTION

A global toolkit that positions the product as a fashion accessory by showcasing the Waterman pen as an essential item for expressing personal style — akin to jewellery, sunglasses, or a mobile phone.