Brand Packaging

Sharpie celebrates cup illustrator

September 14, 2011

Cheeming Boey has been using a Sharpie pen to create intricate line art on paper and polystyrene cups for half a decade now-spending as much as three months on a single illustration and selling them for up to $400 a pop. This fall, Sharpie is shrewdly showcasing Boey’s work on Youtube and in print ads, part of a multi-channel “start something” campaign that encourages self-expression. The effort marks a transition from the brand’s former strategy of celebrity endorsements to one that champions everyday passionate users-bringing emotion to what is typically a staid product category. (Illustrations: Cheeming Boey)