Newell Rubbermaid has announced the global launch of Paper Mate InkJoy, which it says delivers the advanced writing performance of a premium pen at an everyday price.

"Paper Mate InkJoy will forever change consumers' expectations of what a pen can deliver," said Scott Crist, Paper Mate's Global Director of Marketing. "InkJoy writes and feels premium but is priced for mass audiences worldwide. Once you try InkJoy, you'll feel the joy."

Paper Mate is supporting the launch of InkJoy with its first-ever global marketing campaign, which is launching in the U.S. and will be followed by key international markets including Australia, Brazil, Colombia, Mexico, New Zealand, Canada, France and Poland.

Called "The World's Most Stolen Pen," the humorous campaign plays off the concept that Paper Mate InkJoy offers such a revolutionary writing experience, it is bound to be "borrowed" by friends and colleagues. The Paper Mate InkJoy portfolio includes seven pen styles, ranging from the everyday 100 series to the more elite 700 series, with product features and pricing advancing as the design increases.