Brands Target Gen Z Audience with Vibrant Hues in Content Strategy Unveiling
In early August, Behr Paint announced its Color of the Year for 2026 - Hidden Gem. The announcement was met with enthusiasm and creativity from influencers and creators, who were invited to showcase the colour in unique and captivating ways.
One such creator is Paige Hammond, who spent 50 hours over a two-week span to create a miniature paint sample wall to showcase Behr's Color of the Year. Her boyfriend designed and 3D printed the miniature wall, adding a personal touch to the project. Another influencer, Catie Free, used Hidden Gem paint to create a lamp with an overturned Behr paint can as the shade, further emphasising the colour's versatility.
Catie Free's creativity didn't stop there. She transformed her head into a Behr paint can to showcase the Color of the Year in a viral TikTok video. The process of creating the video took her two days, and the result was a hit, with over a million views on the platform.
Behr's senior vice president and head of global marketing, Andy Lopez, stated that visually compelling storytelling is at the heart of their creator strategy. This was evident in their collaboration with comedy band Lewberger Music, who created a catchy rap song to promote the paint brand. The comedy band's video features the trio romping through Home Depot, rapping about Behr.
Iolanda Kruscic, senior social media manager at Braintrust Agency, emphasised the importance of posting with purpose in creative marketing. She stated, "Posting with purpose is key to avoid turning creative marketing into a gimmick."
Pantone, another major player in the colour industry, showcased its 2023 Color of the Year, Viva Magenta, through an interactive exhibit that was highly immersive and Instagrammable. It seems Behr is following suit, inviting 28 influencers to Wildflower Farms in New York to promote the colour.
As we look forward to 2026, Hidden Gem promises to be a vibrant and versatile addition to our homes and lives. The creative ways in which influencers are showcasing the colour are a testament to its appeal and versatility. Stay tuned for more exciting revelations as Behr continues to unveil the possibilities of Hidden Gem.
