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Crayola has adapted its marketing strategies for Crayola Crayons over the years to evolve with changing times and appeal to a diverse range of consumers while staying true to the company's core values of creativity and self-expression, capturing the imagination of kids and adults and keeping the magic of coloring alive for generations.
1987 Print Ad
1980
Need to nurture
Need to acheive
Need to affiliate
Need to escape
The Crayola Experience Falling Crayons Sculpture
1990
need for affiliation: family
need to escape: adventure
need for aesthetic
2000 Magazine Ad
2000
Need for autonomy: embracing creativity
Need to acheive
Need to dominate
Need to nurture: from a parents perspective wants the best for child
2013 Crayola® Made In America Commercial
2010
Appeals & Psychological Needs
Crayola Made in America
Video Ad
Appeal to social needs (friendship displayed in the classroom)
Need to nurture
Need to satisfy (artistic) curiousity
Need for aesthetic
2020
2021 Colors of the World Instagram Post
Need to affiliate
Need to satisfy curiousity
Need to aesthetic sensations
Need to achieve
What is the lasting impact of Crayola Crayon advertisements on consumers? How have these advertising strategies kept Crayola Crayons relevant?