Binney & Smith, Easton, Pa., is launching a new brand positioning campaign to promote its Crayola brand products to parents. The campaign breaks July 21 with a 30-second TV spot, appealing to parents' nostalgia with the tagline, "There's only one childhood. And only one Crayola." The spot, by Avrett, Free & Ginsberg, New York, will air nationally in network and cable programs. The agency is preparing print executions to break in January.
Copyright July 1997, Crain Communications Inc.