Refusing to Become Irrelevant: Victoria Lozano on her Crayola Journey

In this episode of Marketing Vanguard, host Jenny Rooney sits down with Vicki Lozano, CMO of Crayola, to explore how an iconic brand with deep nostalgia can stay relevant in a modern, digitally saturated world. Lozano shares her journey from Fortune 500 CPG roles to leading Crayola’s brand evolution, emphasizing the challenge of growing a brand that’s already ubiquitous. She discusses Crayola’s strategic pivot toward expanding its ecosystem—beyond physical crayons—into education, location-based entertainment, and adult-focused creativity. A key insight is that 57% of Crayola purchases now come from households without children, with adults using coloring for joy, therapy, and self-expression. Lozano stresses the importance of tailored brand promises for different audiences—kids, parents, teachers, and adults—and highlights Crayola’s trademarked scent as a unique sensory differentiator. She also reflects on the future of creativity in a world shaped by AI and shifting media landscapes, while advocating for the societal value of creative expression. The episode closes with a shoutout to Gap’s recent brand resurgence as a model of transformative marketing. Key takeaways include: 1) Relevance for legacy brands comes not from awareness but from redefining their role in modern life; 2) Emotional and sensory branding (like Crayola’s iconic scent) can be a powerful, defensible competitive advantage; 3) The most effective marketing is built on clear, audience-specific promises; 4) Growth for mature brands lies in expanding the category, not just capturing market share; 5) Creativity is not just for kids—it’s a vital, therapeutic tool for adults in today’s fast-paced world. Lozano’s leadership exemplifies how to evolve a heritage brand without losing its soul.