In 2000, based on lab reports it commissioned, a newspaper published allegations that asbestos fibers were present in crayons and posed a health risk to children. Within 48 hours, the story was on the front page of almost every major paper in America, as well as on all national evening news programs.
Binney & Smith, manufacturer of Crayola crayons, formed a cross functional team, including scientists, management, consumer affairs specialists, product quality, and safety officials. Crayola brought in Cone to lead research, locate and interview experts, and work with in-house staff on strategy and media training of spokespeople. Our goals were to:
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Protect existing public trust and confidence in the Crayola brand
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Fact-find in an effort to clarify whether there was indeed a health concern
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Create a climate that would facilitate corrective action if necessary
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Stay ahead of media coverage & resolve the crisis quickly to mitigate risk to back-to-school crayon sales
As Crayola commissioned its own lab tests, Cone research uncovered strong differences of opinion in the scientific community regarding what constituted asbestos fibers and when a health risk existed. Intensive communications outreach ramped up through video news releases, special web pages, and letters to retailers and education accounts, committing Crayola to come up with answers and act as needed. Third party experts with scientific and regulatory expertise were identified to supplement the communications efforts, and Crayola employees were kept informed.
As a parallel strategy, Crayola reached out to the U.S. Consumer Product Safety Commission. Within two weeks, the CPSC released results showing no cause for concern. However, to eliminate uncertainty, Binney & Smith volunteered to reformulate ingredients to eliminate the disputed fibers. CPSC Chairwoman Ann Brown announced the agreement live on NBC’s “Today Show” and praised Crayola.
News coverage generated more than 900 million gross media impressions, including more than 1,400 television reports (54 national). However, Crayola’s actions and communications efforts, with Cone’s support, protected the brand amid massive media coverage while solutions were identified. Sales quickly rebounded and the brand remained on a top 10 “most trusted” list in national polling just a few months later.
