Finding New Relevance for a Legacy Brand: Victoria Lozano’s Crayola Journey

Why It Matters

Targeting adult wellness consumers unlocks a new growth engine for Crayola and shows how legacy brands can sustain relevance and profitability in crowded markets.

Key Takeaways

• 57% of Crayola purchases now made by childless adults
• Adult wellness positioning adds ~3% YoY growth to the brand
• Segmented promises differ: joy for kids, skill for parents, therapy for adults
• Nostalgia combined with cultural relevance prevents brand stagnation
• CMOs should treat creativity as a societal advocacy pillar

Pulse Analysis

Legacy brands often wrestle with the paradox of nostalgia: it fuels emotional connection but can also relegate a company to museum status. Crayola’s strategy, as outlined by former CMO Victoria Lozano, demonstrates that the antidote lies in deliberately weaving heritage into contemporary cultural dialogues. By positioning coloring as a tool for mental‑health, self‑expression and mindfulness, the brand reframes its core product for a generation that values wellness as much as play. This approach not only preserves brand warmth but also injects relevance into every consumer touchpoint.

The most striking data point from Lozano’s interview is that 57 % of Crayola purchases now originate from adults without children. This demographic shift mirrors a broader consumer trend where adults seek low‑tech, tactile experiences to counter digital overload. By marketing coloring books alongside meditation apps and boutique wine, Crayola entered a therapeutic niche that is expanding roughly three percentage points annually. The resulting revenue uplift validates the premise that mature brands can generate fresh growth by redefining the problem their products solve rather than merely chasing market share.

Beyond product tweaks, Lozano stresses that the CMO must act as a cultural steward, championing creativity as a societal value. Implementing segmented messaging—joy for kids, skill development for parents, stress relief for adults—creates distinct value propositions while preserving a unified brand identity. This ecosystem mindset turns each audience segment into a growth lever, reducing reliance on any single business unit. For other CPG giants, the lesson is clear: blend nostalgia with relevance, unlock hidden consumer segments, and let the brand’s purpose guide every strategic decision.