BeautiTone, Home Hardware’s proprietary paint brand, has undergone a rebranding. The new look aims to create a stronger emotional attachment and a more youthful and contemporary image for the brand.
The relaunch is being supported by a campaign that aims to inspire Canadians to challenge their perception of colour by questioning why things are coloured in certain ways. Developed in collaboration with advertising firm john st., “Rethink Colour” is an integrated campaign that features a TV, digital advertising, social media, and in-store elements. A cornerstone of the campaign is this 30-second video.
