The Buddy Group employed humor to help Pentel of America Ltd. reach “the mainstream audience who doesn’t think twice about pens.”
The Torrance-based penmaker is a subsidiary of Pentel Co. Ltd. in Japan, which had an estimated $320 million in revenue last year.
Irvine-based Buddy Group, which has been working with the pen maker for about five years, “took a commodity item and gave it life through custom engaging content across all of Pentel’s social channels,” said founder and Chief Executive Pete Deutschman. The posts began in November 2015.
One post—a nod to the November presidential election—shows a red pen and a blue pen each drawing an X, with the headline “Choose Wisely.” Another shows a lineup of several white pens representing the Stormtrooper army from “Star Wars” along with a black pen—Darth Vader. The posting coincided with the release of “Rogue One: A Star Wars Story” by Walt Disney Studios.
It looks like the strategy is working. The number of Pentel’s Instagram followers tripled to about 40,000 within the past 12 months.
The Buddy Group, which employs 20, is “more than a digital agency,” Deutschman said, adding that its capabilities include video, UX design and app development. Among other clients are Western Digital Corp. in Irvine, the Ladera Ranch community in Mission Viejo, Dell Inc., AARP and Epson.
Formally Online
Anaheim-based formal wear company Friar Tux Shop plans to launch stitchandtie.com, a curated online rental service offering designer suits and tuxedos for men and women.
It caters to “the tech savvy consumer who values convenience and style above all else,” Vice President of Marketing Lauren Dorta said in a statement. The company promises that rentals will be shipped to the customer’s residence well ahead of events, allowing time to try them on and get a replacement if necessary.
Friar Tux has 31 stores in Southern California and about 250 fitting locations in North America.
Superspots
Toshiba America Information Systems Inc. launched five ads to promote its Portege Z20t “ultrabook,” a laptop for business, featuring office worker Kyle using its latest features. In one ad, the security technology turns him into the “Security Superhero,” while in another he’s “Productivity Superhero,” thanks to a detachable laptop screen that can function as a tablet.
Toshiba Corp.’s Irvine-headquartered U.S. electronics unit said in May that it’s exiting the consumer PC business.
“Moving forward, Toshiba will concentrate on the commercial PC market in the U.S. and globally by developing, manufacturing and selling its Tecra and Portégé brands to corporate and education customers,” a Toshiba spokesperson told the Business Journal at the time.
Bits & Pieces
Political website Voice of OC hired Meg Waters as marketing director. She’ll work on major gifts, sponsorships, grants and events for the nonprofit newsroom in Santa Ana. Waters most recently was a strategic communications adviser for County Auditor Controller Eric Woolery. … Alexis Schulze, co-founder of Nekter Juice Bar in Santa Ana, is author of “Sneaky Spinach,” a children’s book that promotes healthier food and lifestyle choices. … Twenty Four Seven Hotels, a hospitality management company in Newport Beach, hired Alison Sansone as vice president of marketing and communication. Sansone will oversee the marketing and social media needs of 19 hotels and “contribute to the enhancement of the culture, an initiative aimed at attracting top talent.” … Newport Beach-based Orange Label launched Orange Social, a marketing service that “tackles both social media strategy and implementation.”
