Valspar, the Sherwin Williams-owned paint brand, made a stand for feminism on International Women's Day by changing the old-fashioned, stereotyped names of some of its shades of pink.
In a U.K. campaign by FCB Inferno, it renamed shades that were (still somewhat shockingly) called "Dollface," "Girly Girl," "Sweet Angel" and "Ladylike" as, respectively, "Woke Up Like This," "Anything You Can Do," "Fearless" and "Like a Boss." The changes were promoted in an Instagram post that also invites the public to think up new names for four other shades, "Shy Girl," "Dolled Up," "Faint of Heart" and "Dainty Delight."
People can make suggestions via the brand's Facebook or Instagram pages, and the new color names will appear on Valspar’s website in April 2020 and in-store later this year. The work was conceived by FCB Inferno creative team Kris Wheater and Jono Owens, with press and social media support from Clarion Comms and Born Social respectively.
"We understand the power of words and we could see that some of the color names in our pink range were using stereotypes that felt outdated," said Valspar's European marketing director Jane Ryder in a statement. “With our customers’ involvement, we’re committed to ensuring the labels on our paints don’t put labels on people.”