Branding in the bathtub

By Alexandra Pickel | June 27, 2016

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Alexandra Pickel

Director, Client Services

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Alexandra Pickel

Director, Client Services

Alex has led FVM’s top accounts with passion and dedication since 2008, and now leverages her expertise to grow and nurture our client services team. For anyone else, that might be enough, but Alex is also the driving force behind agency research and discovery. She also finds satisfaction in brainstorming, client calls, and adding to her Tervis Tumbler collection.

Favorite island: kitchen island

# of FVMers married to: one

Preferred end of project pool: deep end

Favorite beings under 55 lbs: Bailey Pickel, Macy Pickel, Vinny Pickel, Raleigh Pickel

Patron saint of: cooking for new mothers


Recent Blog Posts

Listening for a brand that resonates
December 12, 2016
Branding in the bathtub
June 27, 2016
FVM Friday Factoids: Alex Pickel!
September 14, 2014



When a friend of mine bought a set of Crayola bath toys for my daughter, I was pretty psyched.


Of course we already had a seemingly identical set of bath squirters lying around the house, but these were going to be different… somehow. They were made by Crayola, and I was convinced they were special in some hidden way.


My family didn’t understand — they couldn’t figure out why I was scrutinizing the packaging, or why I was studying the toys so closely. “They’re just animals that float and squirt water, Alex,” they told me.

But I knew they were wrong. There had to be something about this product that tied into color — it was Crayola after all.

Sure enough, I found the line I was looking for on the package: Watch for the color-changing stripes. It was the key factor that made these bath squirters different.

It’s surprising how often we get asked the question “what do you mean by brand?” And Crayola provides a perfect example.

Crayola has so closely associated itself with color that you just know any product they produce will be defined by the colors it makes, identifies, or becomes. It seems obvious, but this unwavering focus allows them to extend the brand beyond core products like crayons and markers.

The tie is so strong that, even when moving into the market of rubber bath toys, the user’s colorful expectations persist. How many brands can boast this kind of achievement?

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A brand is so much more than a logo or even its visual identity. It’s also the promises, explicit and inherent, that brand has made to users. “This product is all about color” may not be an impressive statement — but the fact that it can go unstated and still be conveyed… that’s impressive.