In a world reshaped by AI and fixed change, the flexibility to adapt comes down to at least one timeless benefit: creativity.
On this episode of The Pace of Tradition, Matt Britton sits down with Victoria Lozano, chief advertising and marketing officer at Crayola, to unpack why creativity is a life ability that prepares individuals for no matter lies forward.
From Crayola’s three-pillar technique of merchandise, experiences, and content material, to the “Marketing campaign for Creativity” and the rise of adults embracing inventive expression, this episode explores how a 122-year-old model continues to encourage all ages whereas staying true to its goal.
Victoria, who has been with Crayola for over 16 years, shares how the corporate has expanded past crayons into merchandise, experiences, and content material, why greater than half of purchases now come from households with out youngsters, and the way the Marketing campaign for Creativity is reframing inventive expression as a cultural motion.
Take heed to Victoria Lozano on The Pace of Tradition to uncover how Crayola is redefining creativity as a life ability, increasing past crayons via merchandise, experiences, and content material, and galvanizing individuals of all ages to embrace inventive expression.
Key Takeaways:
[01:09] Why Creativity Issues in an AI-driven World — Victoria explains why creativity is a life ability that cuts throughout industries and job titles. As AI takes on extra deterministic duties, the uniquely human means to suppose in a different way, resolve issues, and collaborate turns into much more important. Nurturing creativity in each kids and adults prepares individuals and society to higher navigate uncertainty and alter.
[07:28] Crayola’s Three-Pillar Technique: Merchandise, Experiences, and Content material — Victoria breaks down how Crayola has grown right into a model ecosystem constructed on three pillars. Past crayons, the corporate invests in product innovation, immersive experiences like points of interest and interactive play, and content material via schooling, social channels, and Crayola Studios. Connecting these touchpoints creates richer engagement and broadens how individuals see the model.
[11:06] Creativity Past Childhood: Adults as a Rising Viewers — Over 50% of Crayola’s purchases now come from households with out youngsters. Victoria explains why adults are embracing inventive shops for wellness, mindfulness, and pleasure. She compares creativity to meditation or train, actions that assist individuals recharge and reconnect with themselves, whereas encouraging adults to let go of judgment and give attention to the method, not simply the output.
[16:37] Partaking Gen Alpha Via Evolving Touchpoints — Victoria discusses how Gen Alpha, at the moment’s core younger client, has shorter consideration spans and lives in digital-first areas like TikTok, Roblox, and Minecraft. This shift has influenced Crayola’s product roadmap and advertising and marketing strategy, making certain the model stays related throughout bodily and digital experiences. The objective stays the identical: nurture creativity in ways in which match how every technology connects.
[19:07] The Marketing campaign for Creativity as a Cultural Motion — Victoria highlights Crayola’s Marketing campaign for Creativity, which reframes creativity as a life ability and a social motion. She shares the story of Cadence, a 9-year-old whose drawing impressed international acts of colourful creativity, displaying how easy moments can spark change. Victoria stresses this isn’t simply advertising and marketing, it’s about shifting tradition and reinforcing Crayola’s goal to make creativity central to human progress.
