The Crayola Who's Leaving social media campaign has upset many people. It's not that it's offensive or insensitive in any way. Many people just don't like the idea of Crayola retiring and then replacing one of its colors. The art supply company announced that one of the shades from its box of 24 (and 64) would be dropped on National Crayon Day, which is March 31st. The brand will live stream the announcement from New York City.
Crayola could have just issued a press release regarding the change. Instead it decided to get fans involved and the move looks like a marketing masterstroke. People have been using the Crayola Who's Leaving hashtag, #shareyourfave, to make a case for their favorite colors. When the announcement goes down it will likely be viewed by thousands across the globe, maybe more even. Brands looking to make a change after years of staying the course might want to take notes from the Crayola Who's Leaving campaign.