1. Design Advertising Campaign
By jennyca ulyse
Aice mediastudies
October 10, 2016

2. Crayola Twistable Crayons

3. Background
In 2002, Crayola Crayon Maker had the first toy of its kind which gives new life to “leftolas”.
Meaning kids could now melt down old crayons and make new ones.
This led to Crayola Twistables to being introduced that same year.
Basically crayons in plastic tubes that twist up more color when the tip wears down.
It soon became a Back To School hit.

4. Objective
Crayola Twistables are really just crayons, but in a more fun and interesting way.
Crayola crayons were first invented because they were steadier and easier to handle than charcoal.
Crayola crayons are also safer, have more quality, and are affordable.
Crayola Twistables have all that put into a fun and new creative package.

5. Competition The Crayola company has three major competing companies.
One of the competition is the Dixon Ticonderoga Company.
This is the number one company in the distribution of No. 2 pencils.
The company also makes pencil grips, Dixon markers, Prang art supplies, a line of school supplies featuring Looney Tunes and Scooby Doo characters, and general office supplies.
Some of the brands of the general office supplies are Dixon, Lyra, Das, and more.
In addition, the company offers advertising specialty pencils, pens, crayons, and markers.
Dixon Ticonderoga is owned by FILA S.p.A of Milan, Italy.

6. Target Group
The target group of Crayola Twistables is targeted to mostly kids.
But it’s really for anyone with a creative personality who wishes to express themselves.

7. Financing
The entire Crayola company makes eight and a half billion dollars every year!
Since the Twistables is only one part of that cost I’ve decided that Twistables adds five million dollars yearly to that total cost.
So if I budget about 10% to 12% of the annual sales of Twistables to advertise the product, I will spend about five hundred thousand to six hundred thousand dollars.
By shooting a 30 second commercial for my product, and if I deduct the annually of the rent (occupancy) which would be $114,000, my budget to advertise the product would be $386,000 to $486,000.

8. Environmental Impact (Benefits)
The Crayola company has big beliefs about being responsible and implementing strong environmental practices.
Crayola uses renewable energy, reduces waste, protects the rainforests, Crayola helps to ensure that today’s kids will have a have a healthy environment for their creative tomorrows.
The Crayola company uses solar power to make crayons, recycled plastic to make markers, and reforested wood to make colored pencils.
The Crayola solar farm includes over 30,000 panels on 20-acres of land.
These solar panels provide enough energy to make 1 billion Crayola crayons 500 million markers a year.

9. Environmental Impact (Continued)
Crayola has also banded with schools across North America to help kids understand the importance of their role in protecting the environment.
That’s why Crayola launched the Crayola ColorCycle.
Through this program, students across the U.S and parts of Canada collect used markers and send them to a conversion facility where they will be transformed into clean-burning fuel.
All of these variables contribute to the fact that Crayola provides its consumers with safe, high-quality, and age-appropriate products.

10. References
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11. References (Continued)
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products-do-you-make-per-year/
information/cs/competition.crayola_llc.392f2fb0c2280b90.html
profile.dixon_ticonderoga_company.26fdff949f2146c8.html
#Twistables