Behr Paint Steps Out From the Competition Celebrating Self-Expression in Newest Advertising Campaign
National campaign features interior and exterior BEHR® Paints and stains for all homes--no matter how big, small or tiny.
Apr 26, 2016, 08:00 ET
SANTA ANA, Calif., April 26, 2016 /PRNewswire/ -- Do-it-yourselfers will find inspiration through color this spring with the evolution of Behr Paint's True to Hue™ advertising campaign. Emotional and personal, the campaign is a celebration of self-expression, inspiring DIYers to choose color that brings them joy to create spaces that are comfortable and unique.
The new campaign pushes the personal joy of color to new heights with charming stories; from the thunderclouds of an awe-inspiring storm to the changing palettes of a cross-country journey. Four 30-second commercials center on a mix of colorful personalities: A couple who tows their tiny house across the country through rain, snow and sun; a man who quickly repaints his apartment in time to pop the question to his bewildered girlfriend; and a father-daughter duo reconnects as they re-stain their houseboat. The approach showcases how Behr's innovative, high-quality paints and stains help achieve durable, brilliant—and personally meaningful—color in any home setting.
"The BEHR® Brand elicits and celebrates self-expression to inspire DIYers to transform their homes with colors that bring them joy," said Jodi Allen, chief marketing officer, Masco Coatings Group. "This campaign is all about finding a color that's right for you with paint that will give you a beautiful, lasting finish and a space that is all your own."
The broadcast effort will be bolstered by print, digital and social media components that continue to bring the emotional narrative to life. These and additional engagement activations throughout the year will help connect DIYers with color and BEHR Products to help turn their home into their pride and joy.
"The True to Hue Campaign continues to express the point of view that color is an individual, emotional representation of personality," said Dave Peterson, creative director and founder at Minneapolis-based Peterson Milla Hooks, the agency that created the campaign. "This campaign shows how anyone—no matter how skilled—can surround themselves with color that inspires and transforms."
Complementing the True to Hue Campaign, Behr is bringing family and color together for a special Mother's Day digital activation called Color A Memory. From now until Mother's Day on May 8, anyone can go to ColorAMemory.com and upload a photo of their mother or a mother figure in their life and then digitally match a color from the photo to a BEHR Paint color. They'll also have the option of personalizing and renaming that color, then sending a custom Mother's Day e-card. Through an online sweepstakes, one lucky Color A Memory entrant will receive $2,500 to create a new special memory with Mom, and 10 additional winners will receive a $100 The Home Depot gift card. The sweepstakes is open to U.S. residents only and must be 18 years of age or older to enter. To view the Official Rules, please visit: https://coloramemory.com/rules.
The three additional True To Hue Campaign commercials will launch this spring and highlight Behr's full line of quality products to meet the needs of any project:
BEHR MARQUEE® Interior Paint & Primer Creates Applause-Worthy Spaces
Behr's most advanced paint offering is MARQUEE Interior Paint & Primer. Behr recently expanded the MARQUEE one-coat coverage guarantee to more than 1,000 colors.* In the commercial entitled "Applause Please," MARQUEE Interior is put to task with a dramatic makeover on a tight timeline—creating the perfect setting for an applause-worthy moment. The commercial illustrates the importance of color in setting the mood for both milestones and everyday moments, while demonstrating how MARQUEE Interior provides quick and easy color transformation in just one coat.
BEHR MARQUEE® Exterior Paint & Primer Empowers the "Dream" in Dream Home
Designed for true durability to keep your home looking newer longer, MARQUEE Exterior Paint & Primer provides dirt-, fade-, weather- and early rain-resistance. Its capabilities are tested to the limit by an adventurous couple trekking across the country in "Tiny House," a nod to the minimalist-living trend and the ability of MARQUEE Exterior color to stand up to the elements.
BEHR PREMIUM Wood Care Products Goes Against the Grain
Outdoor spaces can become an extension of our homes when treated with the BEHR premium line of stains and finishes for exterior wood. BEHR PREMIUM® Weatherproofing Wood Finish and BEHR PREMIUM DECKOVER® work to seal out the elements and protect decks, siding and fences from harmful UV Rays. In "Houseboat," a charming father-daughter team prepares and paints their home to weather an upcoming storm and make a fresh start. The spot emphasizes how quality paint products can turn any house into a dependable, personality-filled home with color that will stand the test of time.
High-quality BEHR Products are found exclusively at The Home Depot nationwide. To stay connected with what's happening at BEHR, follow the brand on Twitter at @BehrPaint, on Facebook at facebook.com/BehrPaint, Instagram at @BehrPaint and on Pinterest at pinterest.com/BehrPaint. Visit BEHR.com and the Colorfully, BEHR blog for color information, inspiration and how-to information.
*Limitations apply. One-coat hide excludes ULTRA PURE WHITE®, colors outside of the MARQUEE Interior One-Coat Color Collection and all other colors that have not been selected as one-coat hide from other BEHR palettes. Not valid when painting over uncoated, porous or repaired interior surfaces; over woods that contain tannins such as redwood or cedar; or when painting over heavy stains, which may require spot priming, multiple coats, and/or longer drytime.
About Masco Coatings Group
Masco Coatings Group, home to Behr Process Corporation and Masterchem Industries LLC, the makers of BEHR® and KILZ® Brands respectively, is one of the largest suppliers of paint, primers, stains and surface finish products. From high-performing KILZ Coatings Products to award-winning BEHR Paint and Primers in one, Masco Coatings Group is dedicated to meeting the coating and color needs of architectural and design professionals, as well as DIYers with an unwavering commitment to quality, innovation and value. For more information, visit Behr.com and KILZ.com.
Video - http://www.youtube.com/watch?v=sHbZzcsDAiY
SOURCE Behr