2: Driving paint trends with Behr's Color of the Year: Insights from Andy Lopez, SVP and Head of Global Marketing at Behr Paint Company

Andy Lopez is the Senior Vice President and Head of North America Marketing at Behr and proud father to three children under the age of eight. At Behr, Andy leads the Brand Marketing department overseeing global B2C and B2B brand strategy, creative, media, PR, design, digital, innovation, consumer experience, and research. As the youngest Global Head of Marketing in Behr's 75+ year history, Andy has played a key role in maintaining BEHR’s position as the Most Trusted Paint brand in the U.S. and Canada. Before joining Behr, he held senior roles at leading global creative agencies such as Saatchi & Saatchi, and Project Worldwide, managing marketing strategies for Fortune 500 brands across diverse industries. Andy is recognized as one of the top marketers driving change in the industry.  

On today’s show, Alan and Andy discuss Andy's career journey and the fascinating process behind Behr's Color of the Year program, from how the colors and their names are created to the marketing strategies that bring them to life. They also explore Behr's successful social media efforts, including their growing presence on TikTok, and their strong partnership with The Home Depot. In addition, Andy shares how Behr builds excitement and drives purchases across the paint category while staying at the forefront of consumer engagement. 

“Strategize and make sure that we have collective marketing efforts that are really going to engage our DIY and professional audience the way that we feel like is truly going to make an impact and grow our businesses.” 

In this episode, you will learn: 

• The secret behind the Color of the Year program, from selection to naming 

• Tips to successfully build your social media presence  

• Strategies to build and maintain a strong partnership 

Key Highlights: 

• [01:32] Life as a father of 3 kids under the age of 8 

• [03:26] Career path 

• [04:54] Size and scope of Behr? 

• [06:24] Why the Color of the Year (COTY) program began 

• [07:41] How the COTY is chosen  

• [09:10] How the name for the COTY is picked 

• [11:08] Driving interest and purchases across the paint category with COTY 

• [14:41] Achieving success on Tik Tok 

• [16:46] Partnership with The Home Depot 

• [18:53] A past experience that defines you 

• [20:27] Advice to your younger self 

• [21:17] A topic that you and other marketers need to learn more about 

• [22:54] Trends or subcultures others should follow 

• [25:04] Largest opportunity or threat to marketers today 

Resources Mentioned:   

• Andy Lopez  

• BEHR  

• BEHR Color of the Year  

• Partnerships with Olive & June for nail polish  

• TikTok “To DIY for” Series  

• The Home Depot & BEHR  

 

Follow the podcast:   

• Listen on iTunes (link: http://apple.co/2dbdAhV)   

• Listen on Google Podcasts (link: http://bit.ly/2Rc2kVa)   

• Listen on Spotify (Link: http://spoti.fi/2mCUGnC)   

Connect with the BEHR and Andy Lopez:   

• https://www.linkedin.com/in/andrewstevenlopez/  

• https://x.com/BehrPaint  

• https://www.tiktok.com/@behr  

Connect with Alan Hart, and Deloitte Digital:   

• Alan on X 

• Alan on LinkedIn 

• Deloitte Digital on LinkedIn 

• Deloitte Digital on Instagram 

• Deloitte Digital on Youtube 

• Deloitte Digital on Threads   

 

Post-Production Credits:  

• Integrity Media Solutions LLC