The solution involved taking a fun and innovative approach to amplify the announcement of Benjamin Moore’s Color of The Year: Raspberry Blush. Instead of taking the route of a traditional announcement that gets hits in homeowner and lifestyle outlets, we hired electro-funk duo Chromeo to create an original song inspired by the color. The song was released on streaming services the day of color announcement, generating excitement and buzz not only among their traditionally targeted audience (architects, designers, contractors, and homeowners) but a new sector of consumers who otherwise may not have heard about the Color Trends and Color of the Year announcement (Gen Z and Millennial music lovers).
Additionally, R&CPMK contracted a video production partner team to help Ideate and produce a music video to accompany the song, further amplifying promotional efforts. The music video showcased various scenes and visuals related to the color as well as the other 2023 trends. By combining the power of music and visuals, we created a memorable and enjoyable experience for the audience while generating excitement for the annual Color Trends and Color of the Year announcement.
On announcement day, Chromeo performed for an intimate crowd, ranging from Industry leaders, press outlets and media influencers at an invite-only Benjamin Moore Color of the Year launch party in New York City.
The Impact showed that Benjamin Moore is reinventing their approach when it comes to speaking to their core customers while also tapping into a new audience segment. They showed brand differentiation in an industry that typically announces their equivalent to “Color Trends and Color of the Year” with an exclusive feature in a trade outlet or brand announcement via an email blast, their own website and social channels.