Crayola: Make Play

Brand Name: Crayola
Product Type or Description: Children's Art Products
Category for this Entry: Children's Products
Campaign Title: Make Play
Agency: Leo Burnett, USA & Starcom Worldwide
Client: Binney & Smith

 

Marketing Challenge

  1. Cravola, the category leader, has become a 'once a year' brand. Crayola relies on 90% of volume coming from the back to school period from the sales of basic crayons and markers. The brand was viewed as a relic of crayons and markers without something special or new to offer today's kids.