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.

To increase awareness, Behr recently collaborated with Katy Perry on a music-in-color campaign that shoppers could see through Spotify. The effort, from TBWA\Chiat\Day LA, delivered personalized paint recommendations based in song choices.  

“The strategy there was how do we help this new consumer that’s looking for color and go where they are,” Allen said.

Similarly, Behr had a presence for the first time at SXSW this year, when it debuted its first NFT with the Doodles collection, which is known for its vibrant pastels. Allen said the offering resulted in “great feedback” and engagement from customers.

On the podcast, she also discusses the company’s brick-and-mortar strategy with Home Depot, how it's handling supply chain challenges and the reasoning behind its color of the year (hint: it's in the green family).