This success was notably achieved in the grocery sector, which saw a 51% sales volume increase compared to the same period in 2012.
Richard Venner, Crayola’s senior brand manager, said: “It’s a fantastic result and a great start to the all-important Autumn/Winter season. Back to School is a vital trading period for the brand and its success is the combination of a year’s worth of hard work by the whole team. The launch of our first-ever dedicated Back to School TV campaign really helped us to drive additional awareness for the brand this year and we already have an exciting consumer engagement programme lined up for 2014, which we will be using to help us build on this result next year, too.”
With the kids now back at school, emphasis shifts to the key Christmas trading period. September marks the start of Crayola’s Autumn/Winter TV strategy. This will see eight different TV campaigns air across all networks over the next eight weeks, including dedicated spots for Marker Airbrush and Creations Hot Heels lines, with further growth anticipated.
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