Many home improvement brands got a boost during the pandemic as consumers under lockdown invested in new projects and house refreshes. Behr Paint Co. saw an uptick in DIY millennials who were pursuing paint projects for the first time. Now, the brand, which sells at Home Depot, is aiming to continue that momentum with recent marketing initiatives designed to attract millennials and Gen Z.
“Our strategy was for Behr to really be there for them—to be their DIY coach and help them throughout their journey,” said Jodi Allen, global chief marketing officer at Behr, on a recent episode of the Marketer’s Brief podcast. She noted that Behr ran how-to videos to help first-timers, and also launched an express delivery service.