Alcone Marketing Group – Consumer Lab

The Consumer Lab is the consumer insights and brand strategy group at Alcone Marketing Group, a consumer activation company.

Years In Development, Crayons Fruit Juice Makes Splash

There will be a new fruit drink out on the market soon – Crayons All Natural Fruit Juice. The juice bills itself as the antidote to juices filled with high-fructose corn syrup and instead claims to be healthier than the average juice.

MediaPost Publications – Years In Development, Crayons Fruit Juice Makes Splash – 10/08/2007

After 17 rounds of market research, Crayons All Natural Fruit Juice Drinks were launched this year as the antidote to fruit juice filled with high-fructose corn syrup. But that isn’t what’s making them fly off the shelves: It’s the emotional connection consumers make with the package, which looks remarkably like a Crayola crayon.

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Filed under: CPG, food, health

2 Responses

  1. Jensen says:

    I don’t know if a Crayon brand drink will sell. Pennzoil could decide to jump into the juice drink market as well, but that doesn’t mean I will buy it. Crayons make wonderful art supplies, but when it comes to food I associate crayons with moronic young children that eat the wax writing utencil. I just don’t think I can get past the image of crayon eating kids, enough to buy crayola brand juice.

  2. gmckenney says:

    Crayon is an age old established name with positive brand recognition. I believe it can’t fail. Juice is the current ‘soda’, in this health focused market environment.
    If they can keep the recipe clean from weird sweetners; it could become the ‘Sweet Kitty’ of school lunch programs. Through which it would drive sales with Junior and Senior High Schoolers and ultimately their parents. At any rate if they go public, I’ll buy it.

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