Unicorn Campaign: Zebra with Ken Newman

In this episode of Unicorn Campaigns, host Dave Valentine chats with Ken Newman, the VP of Marketing at Zebra Pen — a brand that's quietly revolutionizing how we think about something as simple as writing. From songwriter competitions to fortune cookie fortunes, Ken’s creative strategies prove that even the most everyday products can spark unforgettable campaigns.

🔥 In this episode, you’ll learn: How Zebra Pen created national buzz by aligning with National Songwriters Day and spotlighting undiscovered artists who still write lyrics by hand. The origin of the iconic “Find Zen in Your Pen” campaign — and how it evolved from a product differentiator into a movement around mindfulness and mental health. Why Zebra invested in a 3D animated zebra mascot, and how simple packaging changes helped consumers finally “get” the brand. The wild marketing idea that put Zebra Pen inside millions of fortune cookies—and why it worked. Ken’s leadership philosophy, shaped by years as a coach and educator, and why great marketing starts with great internal culture and management.

🎯 Whether you’re selling tech, tools, or tangible goods, Ken’s story is a masterclass in emotional branding, out-of-the-box campaigns, and staying relevant in a digital-first world.

Keywords for discovery: Zebra Pen marketing, songwriting campaign, pen and paper movement, find zen in your pen, creative brand strategy, consumer product campaigns, coaching leadership in marketing, product storytelling, Ken Newman Zebra, Unicorn Campaigns podcast, fortune cookie marketing, songwriting sweepstakes, mental health awareness marketing, small budget big brand impact

📲 Follow Ken on LinkedIn and explore Zebra Pen’s campaigns at zebrapen.com — and don’t miss their ZenOffice videos on YouTube for a clever twist on office culture.

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