Crayola: An Original Purpose Brand

For more than 100 years, Crayola has inspired children to explore, play, pretend, and dream while helping parents and educators raise creatively alive kids. From its humble beginnings as a maker of affordable wax crayons, the Crayola brand has since grown its product portfolio to include art tools, crafting activities, and toys.   In offering innovative ways to use color to create everything imaginable, Crayola has tapped into the hearts and minds of children in a meaningful way and reaffirmed what it means to be a purpose-driven brand.   In this episode of Beyond Profit, recorded at the 2023 ANA Masters of Marketing Conference this past October, host Ken Beaulieu caught up with Vicky Lozano, EVP of marketing at Crayola, to learn more about the brand’s embrace of purpose, how it authentically connects with targeted audiences and drives marketing success, why she considers innovation a team sport, and more.