To establish its bold proclamation that “Cracked Pepper” (a soft black shade) is the color of the year for 2024, the paint company Behr sought a wide range of input, leveraging data from various sources and providers. Once the decision had been made, it pushed this color palette to consumers in ways that promise to reveal even more data.

To start, Behr surveyed actual customers to seek their thoughts on colors and how the colors of their residences affect their moods and perceptions. The subtle black represented by Cracked Pepper was widely popular among these DIY decorators, who indicated that they found such dark colors sophisticated and appealing, as well as inspiring for creating a distinctive look and feel. The voluntary survey responses also came largely from younger consumers, suggesting that the paint provider needed to appeal to the generations of first-time homebuyers or renters when promoting its proclaimed color of the year.

Next, Behr partnered with Home Depot to create a showcase, filled with rooms that displayed different ways to decorate with Cracked Pepper. The partnership also entails extensive data sharing between the two companies. In particular, Home Depot reveals to Behr which of its shoppers have made purchases or started searches on its website that indicate they are undertaking a home renovation. A consumer who buys drop cloths and roller brushes is likely a key target market, and upon learning that, Behr can send them inspirational content, designed to help them imagine how Cracked Pepper would make their living room or kitchen really pop.

Part of this targeting involves advertising through Home Depot’s website and app, which increases revenues for its retail media network. In addition, Behr and Home Depot offer linked advertising on sites such as Pinterest, which consumers frequently visit to get new design ideas and decorating recommendations. The collaboration also includes home improvement influencers, who have highlighted the shade in their own TikTok channels. 

Once they have convinced people to try the shade, Behr and Home Depot also give them inducements to share their outcomes. A contest, run through Instagram, encourages consumers to follow Behr, post about their redecorating plan and how they would integrate Cracked Pepper into it, and tag the company. In addition to creating a mental commitment among these consumers, the contest gives the companies deeply personal insights into what people really want. The five winners of the contest will each receive $10,000 to support their redecorating plans—the results of which invariably will show up on social media, in an ongoing cycle of inspiration.  

Discussion Questions:

1. Take a look at Cracked Pepper. Would you use it in your home? How and where would you put it, and would you share the outcome on your social media?
2. What other consumer insights could Behr and Home Depot glean from surveying customers, holding showcases, and running decorating contests? 

Sources: Aaron Baar, “How Behr, Home Depot Are Using Data to Market 2024’s Color of the Year,” Marketing Dive, August 22, 2023;Julian Cannon, “Inside Home Depot and Behr’s Multi-Generational Content Strategy,” Digiday, August 22, 2023