Crayola Asbestos Crisis

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.

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:

• Protect existing public trust and confidence in the Crayola brand
• Fact-find in an effort to clarify whether there was indeed a health concern
• Create a climate that would facilitate corrective action if necessary
• Stay ahead of media coverage and resolve the crisis quickly to mitigate risk to back-to-school crayon sales

News coverage generated more than 900MM 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.