BEHR Paint Company chose the neutral, moody shade of Black Pepper as its 2024 Color of the Year earlier this month. The annual selection, informed by consumer research, lifestyle trends and feedback from design experts, has evolved into a full-blown brand campaign with a retail media marketing partnership with The Home Depot, social media campaigns and experiential components, resulting in a dramatic increase in sales.

We spoke with BEHR Paint Company and The Home Depot CMOs on how the Color of the Year reveal has evolved over the years; the role that retail media plays in the partnership; trends in marketing home improvement to younger generations, and the intersection of content and commerce.

Speaking of retail marketing partnerships, the success of both brand and retailer depends upon a multitude of factors. To ensure there’s a compelling fit between the two, here’s some advice for brands on how to stand out amongst competitors.

We recently unveiled our esteemed PRO Awards judges panel, populated by heavy-hitters from some of the world’s top brands. This week they’ve provided insights on promotional marketing programs making waves in the marketplace; best practices driving results for their brands; influencer marketing success stories; and much more.

Finally, for the B2B folks… The rules of public relations have changed, with successive press releases and spray-and-pray tactics no longer cutting it. Here are some fresh tactics to try to ensure your B2B messaging will reach your prospects.

Until next week,

Kaylee Hultgren
Editor
Chief Marketer

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