Tom Dougherty, CEO – Stealing Share
29 November 2016
SchoolMaskPack works within Crayola’s brand – and kids’ personalities
As a grandparent of two, I worry about kids going back to school this fall (or next month in some cases). For obvious reasons. But, just from an anecdotal perspective, kids seem more likely to wear masks than some adults. That’s why Crayola’s SchoolMaskPack for kids succeeds.
The crayon company and apparel company Supara Group are teaming up to offer a package of cloth masks in Crayola colors. They are washable with five in a pack and are the brightly colored masks you’d expect from the crayon company.
SchoolMaskPack works because it fits within the Crayola brand, which is about fun and playing with colors. And that’s what I see. Kids see wearing masks, not as a ridiculous infringement on their freedoms. They see it as something like dressing up and playing.
And they take responsibility seriously because kids often feel like they have no control. That they are out of the decision-making process. It’s why they question parents sometimes needlessly. It’s also why they often yearn for the chance to correct their parents.
“SchoolMaskPack isn’t going to change the world or anything. But, as a brand strategist, it always pleases me when a brand addresses a situation within the confines of their brand promises.”
SchoolMaskPack: Kids want to wear masks
Let me give you an example I witnessed recently, demonstrating why something like SchoolMaskPack holds a winning strategy. A dad and his small daughter were shopping at a local grocery store. He was wearing his mask under his face, while she wore a purple-colored mask perfectly. Stopping her dad in the middle of aisle, she sternly said to her dad: “Put on your mask!”
He did. You bet, he did. And there was no prouder girl in the store than her at that moment.
Going back to school brings its own inherit problems. I don’t need to go over all of them here. But even the safety measures schools are taking don’t give me a world of confidence. And I’m not alone. Some parents are considering a gap year for their children.
SchoolMaskPack isn’t going to change the world or anything. But, as a brand strategist, it always pleases me when a brand addresses a situation within the confines of their brand promises.
As a grandparent, I’m glad a brand sees an opportunity to (albeit for $30 a pop) keep my grandchildren safe.
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