Color of the Year — Multi-Year Campaign Leadership
Behr Paint Company | 2016 – 2021
5 Years. Zero Negative Coverage.
The brand’s biggest campaign — led from concept to coverage, every year.
1B+
Earned media impressions across 5 campaign years
765%
Beyond stretch goal — Color Explorer placements
100%
Positive / neutral sentiment across all years
THE CHALLENGE
Every year, Behr Paint's Color of the Year announcement was the brand's single highest-profile moment — and the stakes grew every year. The campaign had to break through the noise of a crowded consumer category, generate national earned media coverage, and reach new audiences beyond core home improvement buyers. With zero paid media driving awareness, everything rested on the strength of the strategy, the story, and the execution.
THE WORK
For five years, I led the development and execution of Behr's Color of the Year campaign from concept to coverage — overseeing strategy, agency partnerships, media relations, event production, and spokesperson preparation across each annual cycle.
The campaigns grew bolder each year. Highlights include: a first-ever Pop-Up Color Shop in SoHo, Manhattan, hosting 50+ VIP media, influencers, and designers for the 2019 reveal of Blueprint; an immersive press trip to Calistoga Ranch in Napa Valley for the 2020 reveal of Back to Nature — described by an Associated Press journalist as one of the best-organized press trips in her twelve-year career; and the Behr Color Explorer program, a national talent search that generated 11,700+ applicants and 428MM+ earned media impressions, with coverage in Thrillist, Travel + Leisure, Forbes, AFAR, Apartment Therapy, and dozens more.
I also led media training for brand spokespersons, managed agency teams, and oversaw all message development, ensuring every piece of coverage told a consistent, compelling brand story.
THE OUTCOME
Consistent year-over-year growth in media impressions, placements, and audience reach. 100% positive or neutral sentiment across all coverage. Coverage in Architectural Digest, House Beautiful, Real Simple, Forbes, Elle Decor, Apartment Therapy, Better Homes & Gardens, and many more. The Color Explorer campaign alone exceeded its stretch goal by 765% on placements and 186% on impressions.
More than numbers — these campaigns built Behr into a brand that media actively wanted to cover, year after year.
