Crayola Adds Color (and Technology) to Innovation

Geoffrey Precourt

Creativity would not necessarily seem to be the stuff of a company whose quintessential product has not changed in over a century.

"What were the colors in the original Crayola 8-box?" Sharon Hartley, evp/marketing and sales, North America, at Crayola, asked the first Association of National Advertisers (ANA) Creativity Conference in New York.

The answer: "Red, yellow, blue, green, orange, brown, violet (purple) and black." And, she continued, "What colors are found in the Crayola 8-count box today?"

You guessed it: Red, yellow, blue, green, orange, brown, violet (purple), and black.

And there's good reason for the consistency. After all, Crayola crayons are an iconic global brand. So powerful is it in the United States that it has 99% brand recognition by Americans and its smell is the 18th most recognisable scent (behind leaders coffee and peanut butter but just ahead of cheese and bleach), according to Yale University researchers.