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USP (of the brand ) The Art of Childhood Campaign (exclusive for Highlighters Only)
Phil. Ad Campaign Cant Find Any over the net
Source: Crayola Screamin Neons Washable Highlighters (not a campaign, something promotional I think) Source: (UK based) *Crayola Total Tools Erasable Highlighters*

The idea was to highlight the introduction of a group of washable school highlighters called `Screamin' Neons,'" O'Brien said. "They are out now. They are a small segment of the market business, and there is no advertising. Only a promotional tie with Reynolds Wrap.

Products (Marker Specific) *Philippines Only*

CLASSIC COLOR MARKER (Available in Phils.) 10 ct. Crayola Classic Fine Line Markers are the classic, long-lasting, durable markers you know from your childhood. They lay down lots of brilliant color, yet don't bleed through most paper.

CRAYOLA FLIP TOP MARKERS (Available in Phils.) You no longer have to worry about finding all of your caps and having your markers dry out because the cap is now attached! Staining is no longer an issue either because all Flip-Top Markers now inlude our superior advanced washability formula.

TWISTABLE MARKERS (Available in Phils.) Twistables Markers are capless and always ready to use - just twist the barrel and create! No more worries over lost caps or dried out markers!

DUAL-END ERASABLE HIGHLIGHTER (Im not sure if this is available in the Phils. *Kindly Verify.) The Crayola Erasable Highlighter offers both a highlighter and eraser in one marker. One end lays down a bright-yellow highlight and the other end can erase those highlights when needed!

CRAYOLA TOTAL TOOLS ERASABLE HIGHLIGHTERS (Im not sure if this is available in the Phils. *Kindly Verify.)

Create Highlights that you can erase! (seems like this is the USP, i think)

CRAYOLA CREATIONS INKLESS HIGHLIGHTERS (Im not sure if this is available in the Phils *Kindly Verify.)

Silky- smooth laydown Inkless-wont dry out

SOURCE: &_trksid=p2047675.l2557

Target Market 6 to 19 years old Male & Female Class C

source: rough guess

What are their market demographics and psychographics? Crayola has three target markets: mothers, children and schools. Crayola markets to all three target audiences. With their new product line, however, schools are not a target market. Mothers: aged 25-40, female, no college to college graduate, any ethnicity, single or married, working or stay at home mother, $30,000-$100,000+ income, any religion. Children: aged 4-12, male and female, K-6th grade, all ethnicities, any religion. Schools: 501(c)(3) non-profit schools.
Source: MUvVUAX5G2wBMQ&bvm=bv.59568121,d.bmk


Manufacturer of CRAYOLA: AMSPEC In 1927, Rennolds Enterprises was founded with the goal of providing high quality products for Filipino consumers. Eventually, Rennolds Group of Companies was established with subsidiaries in Marine Paints, Architectural products, and stationery manufacturing. Amalgamated Specialties Corporation (AMSPEC) was established in 1963 and has grown into one of the leading school and office supplies manufacturer and distributor in the country. Amspec belongs to the top 1,000 corporations in the Philippines. Starting off in 1964 with only 60 employees, AMSPEC currently has more than 300 employees. It offers a steadilyincreasing mix of top-quality products pencils under the brands TPencils Regular and Jumbo, wax crayons and creativity kits under the Crayola brand, writing instruments under the Lotus brand, arts and crafts materials under the Lil Hands brand, adhesives under Gold Medal, and office stationery under the Amspec brand, among others. Proving its global competitiveness, AMSPEC has also started to export it core products graphite pencils and wax crayons. Since 2004, the company has been the major supplier of wax crayons for the industrys bigwigs in the United States, Europe, Australia and Japan. Either with its own brands or OEM, AMSPEC manufactures and distributes its products in conformance to global standards. AMSPEC products are Arts and Crafts Materials Institute (ACMI) and CE-certified, ensuring they are non-toxic and safe for children. The AMSPEC factory is located at Km. 21, South Super Highway, Muntinlupa City. Every year, more than 300,000 students visit the factory as part of the schools system educational tour. The students, mostly graders, experience the magic of seeing their favorite pencils and crayons made right before their very eyes. AMSPEC is an active member of the Philippine Marketing Association (PMA), Philippine Association of National Advertisers (PANA), American Chamber of Commerce (AMCHAM), Philippine Chamber of Commerce and Industry (PCCI), and European Chamber of Commerce of the Philippines (ECCP). source:

---------------------------------------------------------------------------------------------------------------------------------PILOT ERASABLE HIGHLIGHTER

SOURCE: rc&dur=1438&page=1&start=0&ndsp=27