For the first time, Crayola announced the retirement of a color from its iconic 24 pack: The beloved color “Dandelion”. The story began with a week teasing consumers about which color would go. On National Crayon Day (3/31/17) in Times Square, NY Dandelion retired at an event that kicked off a month-long retirement tour. The PR event featured a 25ft crayon box, a Good Morning America segment, celebrity guests, and consumer activities. The event also teased a new color – a mystery “Blue” coming soon. During the summer the new “Blue” was introduced to the world and consumers became a part of history by submitting name ideas and voting for their favorites. In a Chelsea, NY activation event- including a Guinness-Record-Winning Largest Crayon- the New Blue’s winning name, “Bluetiful”, was announced. Through leveraging an iconic brand, emotive storytelling and colorful creativity we were able disrupt the category like never before.

-3/20/17: A digital, social and experiential campaign launched, announcing “One Will Say Goodbye 3/31/2017.” The campaign fueled online conversations and media hype. A 10ft 24-pack crayon box installation in Herald Square NY went viral and was picked up by media.

-3/31/2017 (National Crayon Day): Buzz peaked at a retirement PR event in Times Square, NY with a 25ft crayon box and a Good Morning America segment featuring Dandelion, dramatized as a real-life crayon character.

-4/2017: Dandelion embarked on a digital and experiential retirement national tour. Consumers voted online for a chance to meet in person and say goodbye.

-5/2017: Crayola partnered with Oregon State, the discoverers of a new blue pigment, for a S.T.E.A.M.-inspired PR announcement event and invited consumers to submit names for the new color.

-7/2017 – 12/2017: Fans voted and “Bluetiful” was unleashed at an immersive PR event with a Guinness-World-Record-winning giant crayon.

The campaign crushed its goals of owning share of voice, delivering one billion media impressions, and turning the crayon business- specifically for 24-count and large crayons- around from negative to positive.

•6.8 billion total campaign media and social impressions

o 1.2 billion on National Crayon Day alone

•24 count crayons

o -14% sales January to April

o Post 3/31, business trended +12% (+26pp)

•Large count crayons

o -16% January to September

o Post “Bluetiful” announcement +3.5%

•Crayon share grew from 82.6% to 84.7%

•90,000 unique name submissions and 400,000+ votes cast for naming the new blue crayon

•Generated an incremental $4MM+ partnership with Walmart including video, merchandising, social, digital and in-store character events.