Paint is flat by nature, but Behr has given it dimension by launching its second annual Color of the Year with an experiential program. The brand invited consumers to experience the 2019 Color of the Year, “Blueprint,” at its Color Shop pop-up, Aug. 22-26, in the SoHo neighborhood of Manhattan. Hosted in partnership with The Home Depot, consumers explored physical showrooms and installations surrounding the warm denim color, as well as other paint colors in Behr’s 2019 Trend Palette.
Showrooms included a foyer coated in “Blueprint,” complete with homey items like sneakers tucked away under a bench and coats hanging on hooks; a mid-century modern-inspired living room; a sumptuous bedroom; and a dining room. Within each space, an iPad stand allowed consumers to shop and purchase on the spot the colors and décor items within the showrooms from The Home Depot.
In addition to the showrooms, the pop-up offered larger-than-life installations for creative photo ops, like a giant paint brush with a seat attached for sitting and snapping, and a giant paint bucket with the Behr Color of the Year branding. Suspended above consumers’ heads were paint brushes dipped in the 2019 Trend Palette colors. A consumer favorite: a life-size version of the Behr “bear” in white with black outlines of mosaic patterns that consumers could fill in with color to leave their mark.
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Behr partnered with four New York City makers/artisans to create “Blueprint”-inspired items sold at the pop-up, including weavings from Maryanne Moodie, art prints from Kristin Texeira, ceramic mugs and planters from Brooke T. Winfrey, and candles from Johnathan Kroeger. To boot, consumers could take home free samples of “Blueprint” (gallons or eight-ounce buckets) while supplies lasted. Consumers not in New York City could enter to win one of 2,019 free gallons Behr distributed for the launch at Behr.com/2019Trends.
The inaugural Color of the Year program took place in 2017 and it marked Behr’s first meaningful push into the experiential marketing space. That color launched with a showroom activation in New York City’s Grand Central Terminal. For Behr cmo Jodi Allen, the Color of the Year program is a platform that provides year-round fuel for the other marketing channels as the brand looks to connect with its target consumers, a large swath of whom are older millennials and first-time home buyers eager to take on DIY projects.
“The pop-up is the pinnacle of how we get the Color of the Year out to both the media and to consumers, and then it’s really a jumping-off point for how we will continue to get inspirational content into the hands of consumers through our social channels and marketing efforts,” Allen says. Agency: Trigger(House, New York City.
Photo courtesy: Diane Bondareff/AP Images
for Behr Paint