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Positioning & Messaging

B2C

Crayola

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Advertisement

Mess-Free Messaging

Mess-Free Messaging

Keep creativity mess-free and worry-free.

Keep creativity mess-free and worry-free.

I find in SaaS, vendors can focus too much on over-explaining the expected business impact of their products. But, if you explain your product well enough, customers can often make the conclusion on their own. This no-mess coloring kit from Crayola is a perfect example.

On the left it highlights a feature, a capability, and a use case.

• Colors ONLY appear on the paper

• Kids won’t color on skin, clothes, or furniture

• Great for travelling

Here’s what they don’t spell out directly:

This product is perfect for keeping your kids busy and quiet, without worrying that they’ll make a mess everywhere. The only indication is in the product name itself — Mess-Free Colouring.


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