Paint maker Behr Process Corp. in Santa Ana is counting on a new marketing campaign to help it establish an “emotional connection” with consumers.
The three-pronged effort was developed by its new agency of record, Minneapolis-based Peterson Milla Hooks.
Its the first campaign by Peterson Milla Hooks since it replaced Chicago-based Noble on the account last fall.
Behr previously worked with the Noble advertising agency in Chicago and selected the new agency in the fall.
The company, which bills itself as the No. 1 paint brand for the do-it-yourself market, wanted to “partner with an agency that we felt had a lot of emotional creative (work) that could really connect with the consumers and help us drive our business,” said Behr Chief Marketing Officer Jodi Allen.
The first set of TV and digital ads, titled “Paint Off,” debuted this month and focused on its Marquee Interior Paint & Primer. They were followed by the “Neighborhood” ads, which promote its Deckover resurfacing product. “True to Hue” is the third and last set of ads and features Behr Paint.
The campaign empowers DIYers to choose the colors that are true to them instead of following a trend or being told what the right color is, Allen said.
The “Paint Off” and “True to Hue” ads will be primarily aired on female-focused channels, such as the Food Network and HGTV, while the “Neighborhood” spots are more male-oriented and will appear on the ESPN network.
Behr also has upped its marketing spend, “not only for the production of the new campaign but for media buy, as well,” said Allen, though she declined to quantify the increase. Her team has about 60 people who support the brand’s North American market.
Behr is a subsidiary of Taylor, Mich.-based Masco Corp., which has a market value of about $9.34 billion.
Banking on Films
Pelican Point Media LLC in Newport Beach has partnered with Texican Media LLC in West Hollywood to finance and distribute films with “mainstream appeal and a focus on the Latino community.”
The operations will run through Mucho Mas Media, a new entity managed by Ike Suri, cofounder of Pelican’s parent, Pelican Point Capital Partners LLC; Javier Chapa, producer at Texican; and Labid Aziz, Pelican’s content producer and executive.
Mucho will distribute its own projects—comedies, horror films and thrillers—and finished films “by and for Latinos.”
“With our core team and partners, we will be a one-stop shop for financing, producing, marketing and distributing Latino projects in the [$2.5 million] budget range and below,” Aziz said in a news release.
Pelican Point Capital Partners is a merchant bank that was founded in 2013. It provides mezzanine financing, real estate investment services, capital raising, and corporate advisory services.
Kia Collects Data
Kia Motors America Inc. in Irvine hired Atlanta-based mobile technology agency MoZeus Worldwide to collect pertinent data on consumers at live events, including auto shows and brand-sponsored sporting venues.
MoZeus will also help Kia engage consumers via photo and video apps and digital instant-win and interactive games.
The agency’s other clients include Toyota Motor Corp., Honda Motor Co., State Farm, AT&T Inc., Coca-Cola Co. and Harley-Davidson Inc.
David&Goliath in El Segundo is Kia’s advertising agency of record.
Surf Competition
Costa Mesa-based apparel company RVCA plans to bring a surf competition back to Newport Beach. The RVCA Pro Junior presented by Jack’s Surfboards will be Sept. 25 to 27 at the 56th Street Jetty and run in conjunction with the City of Newport Beach Surfing Championship. Australia-based Billabong International Ltd. owns RVCA.
