- Behr Paint Company has partnered with Katy Perry for a campaign that allows consumers to view music through a range of colors, according to a press release.
- The paint maker worked with Spotify on an interactive tool that tracks song characteristics, such as tempo and key, and matches them with a tint appropriate to the mood. While Music in Color by Behr runs across the Spotify library, Behr is highlighting Perry’s catalog as part of its promotion of a color palette line hosted by the pop singer.
- The effort developed with the agency TBWA Chiat Day LA also has an announcement, “Katy in Color”, where the musician performs various hits in color-coded outfits and backgrounds. Social media elements include augmented reality filters on Instagram, TikTok, and Snapchat that allow people to share colorful music visualizations.
Behr is trying to make a clearer connection between his painting business and music streaming with the data-driven Spotify visualizer and ad campaign starring Perry. The marketer hopes that pairing his products with songs fans enjoy, including Perry’s hit singles like “Never Really Over” and “Teenage Dream,” he can get them to buy color palettes that match the mood of their listening habits. As more people work from home and home renovations continue to thrive during the pandemic, aligning cultural interests with the aesthetics of the living space might be more appealing to consumers.
The collaborative paint line with Perry features bold tones such as Laser Lemon, Flirt Alert – a red-orange lipstick shade, according to Behr’s website – and Sea of Tranquility which have a basis in the process of painting. writing songs by the artist. In a press release, the pop singer said she usually has an accompanying visual in mind when composing a song. This concept is exemplified in the new Behr commercial, directed by music video veteran Emil Nava, in which Perry spins a color wheel that puts her back in the free space of different songs throughout her career.
Behr is one of a number of marketers who have partnered with Spotify on technology integrations that may be more appealing to listeners than simple audio ads. M & M’s in February brought back their Messages wrapper with a tongue-in-cheek copy with scannable codes which opened various complementary Spotify playlists. Music visualizers are also having a moment: Ferrera’s candy brand SweeTarts released an online mixer this summer that lets users mimic the music production process and visualize their rhythms.
For Behr, the latest campaign builds on other attempts to spice up pandemic life. At the start of the COVID-19 crisis, the marketer created digital backgrounds for Zoom so that harassed workers can organize more dynamic video meetings.