2009 BRONZE

CHILDREN'S PRODUCTS & SERVICES

CRAYOLA BEGINNINGS

CRAYOLA BEGINNINGS, CRAYOLA

Steve Ferry, Group Mgr.-Consumer Activation

MCGARRYBOWEN

Megan Bundy, Acct. Dir.
Brian Horwitz, Group Mngng. Dir.

CONTINUITY

STARCOM

Crayola wanted to get into the baby business and created a new line of products specifically for toddlers. The brand needed to communicate to Moms that only Crayola Beginnings offers a simple way to inspire creativity and special moments. Given Crayola's heritage and strengths in innovation, extending to toddlers seemed like a natural fit. However, Crayola's legacy provided a unique set of challenges - including getting consumers to think of Crayola as more than just crayons and getting Moms to a different location at retail.