Sometimes, a new consumer fad comes out of nowhere that reshapes the way people identify with a brand. This is becoming more common as the quirky world of social media and the blogosphere grows in power.
Consider the case of Crayola, the best-selling brand in the world in retail value terms. Thanks to some left-field thinking by popular young beauty bloggers, a new trend has emerged whereby growing numbers of teenage girls are using Crayola pencils as a low-cost substitute for eyeliner.
Global retail sales of Crayola colouring pencils have been growing at less than 1% a year since 2010 (at fixed US dollar prices), so the brand could benefit from a new injection of vitality. Is this unsolicited online advertising just what the doctor ordered, or is it potentially damaging to the brand’s image?
Source: Euromonitor International