Don’t be afraid, Make Mistakes, Erase
with Pilot Pen FriXion

After the patent on erasable pens expired, Pilot FriXion faced pressure from cheaper competitors. It was essential to maintain customer loyalty while also appealing to a younger generation, for whom creativity and authenticity are more important than perfection.

The concept ‘Don’t be afraid, Make Mistakes, Erase’ was developed, which turned communication on its head – instead of focusing on flawless work, we emphasized that mistakes are a natural and positive part of learning. The creative campaign ran on TikTok, YouTube, and Meta, complemented by collaborations with influencers and interactive contests. As a result, the brand moved beyond the traditional school supplies category and became a symbol of creativity and self-expression.