Case Study: Crayola achieves confident, inclusive product launch with Qualtrics

Crayola - Customer Case Study

Crayola wanted to launch an inclusive new crayon line but needed to ensure the product, naming, packaging, and messaging would resonate without feeling tone-deaf or overly political. Working with Qualtrics, Crayola used research to validate the concept and make critical decisions for its “Colors of the World” product line.

Using Qualtrics, Crayola surveyed more than 9,000 consumers and completed a larger packaging study with around 6,000 respondents to test names, packaging, and color-labeling approaches. The research helped confirm “Colors of the World” as the strongest name and informed 24 skin-tone-inspired crayon names; the product launched with confidence in Summer 2020, generated thousands of pre-orders through Walmart, and received strongly positive market and user-generated feedback.

Crayola

Andrea Hutson

Senior Manager