Crayola 'Name the New Color' Endcap

When Hallmark Cards subsidiary Crayola introduced a new blue crayon, the brand made it a fun exercise for all by staging a contest to name the color. This endcap unit stocked a variety of items in traditional colors, and it also outlined everything in that basic blue. The brand supported the contest with a multi-media effort, creating a newsworthy event that generated a plethora of consumer impressions. The new color was ultimately called “Bluetiful.”