There’s a fine line between customer loyalty and obsession—and Sharpie has found a way to profit off of both.
“That’s just an example of the type of outreach that comes from consumers,” she said. “It’s the type of brand that is part of just a lot of people’s lives.”
In 2017, Sharpie discontinued the extra fine point felt-tip pen to make way for an ultra fine point pen, which appears thinner in comparison. Now, Sharpie is expanding its portfolio to include both.
The re-launched extra fine point pens will be available in black, red, blue and green ink. A two-pack of black markers is priced at $1.97 and a five-pack of black or assorted colors is priced at $4.97.
The product re-launch comes as Newell Brands revenue has fallen for eight consecutive quarters. This year’s second-quarter sales fell 4.8% from a year ago to $1.9 billion, narrowly missing economists’ expectations. Newell Brands expects sales to decline 2%-3% for all of 2025.
The business that includes Sharpie saw sales dip 0.5% to $809 million in the second quarter.
“What we’re trying to do is react to a consumer demand and a consumer request,” Lázaro said. That should generate more customer loyalty, she added, and “hopefully, eventually more sales from our consumers out there.”
Lázaro believes the product re-launch will also help strengthen the Sharpie brand.
“We want to continue to build that affinity and loyalty with our core group of people out there,” she said. “So that’s how I’m looking at it, as the person that is, you know, one of the brand stewards. And as we get more sales and all that, that’s just kind of a bonus.”
