Graffiti artists love Artline markers. Theft is a problem. I wonder if they steal them because of the tag on the Artline TV commercial and website:
Artline, the pen more people pinch.
While it may sound churlish, this tag line is nuts. It’s attempt at humor is lost on me. Yes, Artline pens are stolen – especially the thicker markers. Graffiti artists love them and prefer not to have to pay for them. Why promote that they are stolen? It is offensive.
The theft of Artline pens is such a problem that we have moved them several times and they now reside behind the counter. I’m a newsagent carrying the cost of theft of Artline product in my shops. While theft is my problem, I don’t need people being encouraged, no matter how indirect that encouragement may be. The Artline folks ought to review their advertising strategy and think of their retail partners.
I can’t say i’ve seen the tag line before (maybe not being advertised in regional areas).
I can see the attempt at humourous spin, but yes, people certainly don’t need encouragement. Why educate your consumers with a tag line that suggests theft is common and easy? It might also devalue the product in the eyes of consumers – do people not value artline products enough to pay for them?.
Someone needs to berate Artline’s marketing department and fix this stuff-up. If not to keep retailers happy, but for the sake of their own brand.
Jarrod,
How about a new tag line –
Dear customer, we want to keep our costs down and since theft is a cost, we’re removing Artline from our range. Feel free to go steal it from somewhere else.
Have a nice day
The ad is indeed distasteful on the part of the marketers.
I keep my biggest Artline Markers behind the counter too after encountering theft.
ultimately I guess we do lose some sales unless customers ask for them. but we cannot afford them to be stolen as well
I think you are missing the point (maybe you not) But to me it is saying Artline is that good that your friends and co workers will want to pinch it.
I understand where you guys as retailers are coming from but
Daniel,
As a consumer I know plenty of people who buy products just so people won’t keep stealing them. Even here in our office, some of us use particular stationery products that won’t go missing because others don’t like to use them.
We have a large number of customers (mostly male) that specifically ask for feminine coloured lighters so other people won’t take them … Who knew lighter theives were so picky!