Behr is launching its largest influencer activation to promote its Color of the Year campaign.
The paint company is bringing 29 influencers to Wildflower Farms in New York for an “immersive color journey” on July 31 and August 1, Andy Lopez, Behr’s SVP and head of global marketing, told ADWEEK. The influencers will learn how the color was designed, see it used in decor, and create a real-life Pinterest board that will then be uploaded to their Pinterest accounts.
Behr’s 2026 Color of the Year is Hidden Gem, a smoky jade color.
The Color of the Year campaign marks a big marketing move for Behr.
