Behr Paint Company is making its first foray into the NFT space in a fun and colorful way. In partnership with Doodles, a joyful collection of 10,000 NFTs co-founded by digital artist Burnt Toast and Web3 pioneers Evan Keast and Jordan Castro, Behr is helping bring Doodles’ iconic colors to life in a one-of-a-kind immersive experience at the SXSW festival in Austin, Texas.
“We are always looking for new and innovative ways to reach and motivate DIYers, and what better way to do this than entering the NFT space in partnership with one of the most colorful NFT creators, Doodles,” said Andy Lopez, Vice President Brand Marketing, Behr Paint Company.
SXSW pass holders, Doodles holders, and the general public are invited to become main characters inside Doodles’ colorful world using BEHR® paint where land, air, and space unite. Attendees will have the exclusive opportunity to engage with Doodles’ NFT world through a virtual painting wall featuring BEHR paint colors and a chance to collect the first-ever POAP NFT by both brands, featuring a custom design by Burnt Toast printed on limited edition physical BEHR paint cans. The paint colors are conveniently located throughout the event space for anyone who wants to recreate the Doodles experience leveraging Doodles palette in BEHR paint colors. Some of the fun colors include Upbeat P300-5, Periwinkle P530-4 and Lavender Sky P540-4. Plus, attendees are in for a surprise with a secret musical performance to conclude the experience.
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“I’m excited that we continue finding ways to disrupt the category and stay ahead of current trends while remaining authentic to who we are—with color as the foundation of this incredible partnership.” said Jodi Allen, Global Chief Marketing Officer, Behr Paint Company.
By joining forces with such a celebrated, community-driven NFT project like Doodles, which has captured the imagination of NFTs through innovation and art, this activation marks a unique opportunity for BEHR to engage with the NFT community at SXSW, the hub for creators and innovators.
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“BEHR has been an incredible partner to work with since day one,” explains Evan Keast, Co-founder of Doodles. “The creative genius of Co-founder Scott Martin aka Burnt Toast is a big part of what has made Doodles such a beloved brand. The diverse and universally relatable characters and the vivid universe they live in are heavily informed by Scott’s chosen color palette. So when we brought Doodles into the real world, we knew we needed a partner that could help us bring it to life with all the vibrancy that exists in the Doodles digital world. Behr was the obvious choice.”
VaynerNFT, the consultancy exclusively focused on building strategic NFT integration for the world’s leading intellectual property owners, has brought this collaboration to fruition.
“We believe that this collaboration speaks to each brand’s core values and mission, bringing their mutual love for color to inspire their communities.” said Avery Akkineni, President of VaynerNFT.
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