Steve Travers, 38 - It was always an exciting day when someone brought in a pack of Mr. Sketch markers. I remember opening one up and finding the Cherry-smelling one. That was always my favourite.

Because let's face it — not all Mr. Sketch markers are created equal. While it's true that they're a cut above almost everything else (except maybe Gak smell), some of them are better than others.

Last year, Caputo and his ad agency, Bartle Bogle Hegarty, were put in charge of the first advertising campaign for Mr. Sketch scented markers in more than two decades.

Mr. Sketch Scented Markers is part of the Newell Rubbermaid global Writing portfolio. Some 21% of its sales in writing in North America account for 90% of its revenue, the company says.

This case study by Newell Brands, an American worldwide marketer of consumer and commercial products, is about Mr. Sketch, the company's largely forgotten coloring brand, and how it made headway in a ...

Gerard Caputo remembers, like so many of us do. Sliding the markers out of the box, picking out his favorite. He’d pop the plastic cap to reveal the dark green felt and begin to draw.

So rather than a Mr. Sketch re-launch (the product never went off the shelves, anyway) they went for a re-introduction. The star of their approach is the flatulence of a blueberry.