ATLANTA — Victoria Lozano, former chief marketing officer of Crayola, discussed the company's repositioning of coloring products for adult therapeutic use in a podcast interview recorded at Brandweek in Atlanta. The Marketing Vanguard podcast taped the episode at the conference.

Crayola repositioned coloring from a kids' creativity tool to an adult therapeutic escape competing against wine, meditation apps, and wellness products. Adults without children account for 57% of Crayola purchases. The repositioning unlocked a new growth category that is expanding three percentage points year-over-year, according to figures shared during the session.

The shift in audience targeting sits alongside Crayola's existing brand positioning. For children, the brand promise centers on simple joy and fun. For parents, the promise focuses on skill development and childhood enrichment backed by research. The adult therapeutic positioning represents a third lane, aimed at consumers seeking stress relief and wellness alternatives.

Lozano's career spans brand strategy, category expansion, and omnichannel marketing across consumer brands. She has held roles at Fortune 500 consumer packaged goods companies, including HBC and firms in the beverage and confectionery sectors. Her background also includes product innovation, location-based entertainment, and educational strategy.

The Atlanta session examined how a heritage brand identified an underserved consumer segment within its existing buyer base and built a marketing approach to address it. Crayola's data showing that more than half of its buyers are adults without children formed the basis for the category expansion into adult-focused coloring products.