Binney & Smith starts a new brand positioning this week with a 30-second TV spot that appeals to parents' nostalgia. The tagline: "There's only one childhood. And only one Crayola."
The spot, from Avrett, Free & Ginsberg, New York, shows vignettes of children using Crayola crayons, finger paints and chalks in a variety of settings; the spot will air nationally in network and cable programming.
The ad appeals to parents' childhood memories of their first box of Crayolas to get them to seek out the brand for their children rather than generic crayons, said Mitch Krevat, group account director at the agency.
MOMS BUY CRAYONS
Crayola, the top brand in the children's coloring category, had previously targeted its ads to children, said Kathy Monetti, director of marketing at Binney & Smith.
She said research showed more than 90% of Crayola's products were purchased by mothers.
Print advertising will break in 1998, and the campaign's theme also will be incorporated into Crayola's packaging, trade communications and promotions.
The tagline will be used in the marketer's current back-to-school promotion with the Disney Channel cable network, separate from the branding campaign.
Ms. Monetti said creative could be extended to international advertising in the future. A decision will come later this year, she said.
According to Competitive Media Reporting, Binney & Smith, a unit of Hallmark Cards, spent $2.2 million supporting Crayola's coloring products, Mini-Stamper and paints for the 52 weeks ended Dec. 29, 1996.