Crayola has teamed with Huggies Pull Ups for an on-pack promotion as part of the firm’s campaign to recruit parent into the My First Crayola brand.
Launched last month, the promotion ties into Huggies Pull Ups’ own educational programme, which offers parents potty training advice to provide support through their child’s development.
The promotion provides money off coupons found in packs across the whole My First Crayola product range, redeemable against any Huggies Pull Ups purchase.
The partnership will be supported by various marketing and PR initiatives including sampling at The Baby Show in May, with plans to extend this to the Baby & Toddler Show in October, as well as blogger outreach and promotion in parenting press.
“Partnering with Huggies Pull Ups fitted perfectly into our overarching brand strategy to communicate with mums of very young children and make the Crayola brand more relevant in their eyes,” said Leon Jarmolowicz, head of marketing, EMEA, Crayola Division.
“It was a natural step in the development of the My First offering; the two brands have great synergy and we look forward to seeing the response.”