Crayola brightens brand performance with experiential marketing

Crayola, the crayon brand, kickstarted a major turnaround thanks to a program that “retired” an existing color and allowed consumers to pick its replacement.

Of all the indignities heaped upon the legacy of childhood – tablets, on-demand kiddie programming, digital monitors that ensure helicopter parents can track every movement – nothing slams the memory of the traditionalist more than the collapse...

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