Crayola Crayon needed a new fighter brand
Positioned to take on lower-cost competitors
The name needed to sell without advertising
Crayola Crayon enjoys a dominant position, but lower-cost players such as Rose Art were beginning to steal share. Crayola enlisted our help naming a fighter brand to counter the threat. The new, inexpensive line needed to succeed without advertising, so enticing kids and parents at the store level was crucial.
Everything pointed to this doozy of a name. It’s memorable and fun to say. (Especially for kids, asking for Doozee in the store aisle.) All of the name’s connotations — remarkable, amazing, outstanding — were positive. That halo effect extended to the artwork created with the crayons — and even to the kids who use the brand.
