Crayola: Colors of the World crayons

Crayola, a wax crayon brand, expanded its line of skin tone crayons to be more inclusive of different ethnicities in the US.

Campaign details

Brand: CrayolaAdvertiser: HallmarkAgency: Golin

Assignment

For decades, Crayola has empowered children to express their creativity and imagination. In 1992, Crayola launched its multicultural platform beginning with 8-count multicultural crayons to help diverse populations better find their skin tone color. The platform expanded to include washable markers, colored pencils, washable paint and Model Magic. Fast forward to 2019: the world had become even more diverse, as nearly half of post-millennials (Generation Z) identified with a racial or ethnic minority (PEW Center Research). This insight alone begged for optimization of the 28-year old multicultural product...

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