Crayola had become known primarily as a maker of cheap plastic toys but faced competition from cheaper imports. Global Marketing and Advertising Counselors helped Crayola reposition itself by recognizing that its true value was in stimulating children's creativity with high quality, educational art products focused on color, form, and design rather than cheap toys. This new positioning transformed Crayola's brand from a maker of toys to a developer of children's minds.

1. CRAYOLA.
A Brand
Transformed
Global Marketing and Advertising Counselors

2. The Business Problem
Crayola had become
a maker of cheap
plastic toys.
With no Crayola value proposition, cheap imports
undersold it by a wide margin.
Global Marketing and Advertising Counselors

3. The Key Insight
Crayola doesn’t make toys. It creates
products that help develop young minds.
Crayola stimulates creativity with high
quality, value-added products, associated with
form, color, shape and design.
Global Marketing and Advertising Counselors

4. Crayola Transformed
Global Marketing and Advertising Counselors

5. Global Marketing and Advertising Counselors