The Legacy Brand, Dutch Boy Paints, Refreshes and Enhances Shoppers’ Experience

CLEVELAND–(BUSINESS WIRE)–Dutch Boy® paints, an industry leader in innovative and
high-quality paint products and packaging solutions, is proud to unveil
a bold new look. The comprehensive effort is designed to highlight the
brand’s legacy and spirit of innovation, while introducing a fresh,
revitalized new look, voice and cutting-edge in-store and online
experience designed to inspire and make it easier than ever for
consumers to shop for paint. The innovative shopping experience,
featuring all new colors and collateral to engage and inspire consumers,
will initially be available at Menards® in September.

“Our spirit of innovation has kept us at the forefront for the past 100
years and we’re still very much a heritage brand, with trust and quality
at our core,” said Michelle Bangs, Dutch Boy Brand Manager. “With this
rebrand, we are bringing an all-new energy and spirit of empowerment and
engaging with a whole new generation of consumers who are building their
lives, moment by moment. We seek to provide an exciting in-store
experience for consumers using modern digital technologies that speak to
them and provide inspiration and confidence to explore color and
personalize their homes.”

Launching exclusively in Menards® stores in September, the
Dutch Boy shopping experience has been completely revamped to meet the
creative needs of each consumer, from the novice looking for fast,
simple solutions to the design-driven consumer searching for guided
inspiration and extensive color palettes. The in-store experience at
Menards® also features QR code technology that connects the
in-store experience to the Dutch Boy website, which has been completely
updated and refreshed to further enhance and guide the color selection
process. In addition to its revamped look and user-friendly navigation,
the online experience offers inspirational videos and educational how-to
videos, as well as a re-engineered mobile-friendly Color Visualizer that
is more interactive and intuitive than ever before. Consumers can also
digitally view select colors in a variety of rooms by simply flipping a
color chip and scanning the QR code on the back with their mobile device.

In-store displays at Menards® are now organized into
easy-to-shop color palettes showcasing the full range of 1,340 colors.
These categories include:

  • Simple Solutions: Geared toward consumers looking for fast and
    simple solutions for finding their ideal color, this section includes
    30 classic tried and true colors. A specialized light booth
    demonstrates how colors will look under incandescent, fluorescent and
    natural light, so consumers can feel confident they are selecting the
    right color for their home.
  • The Dutch Boy Color Library: Showcases the full range of 1,340
    colors in the color collection. The Library is divided into categories
    for easy selection, making it ideal for shoppers looking for a
    specific color. Each card in this display features seven variations of
    each color, from lighter to darker shades, making it simple for
    consumers to hone in on the perfect hue.
  • The Wall of Color: Features a color display that is designed to
    inspire the creative spirit. It includes nine theme-based color cards
    that showcase collections of 16 colors that work seamlessly together
    so consumers can easily create a cohesive look. The Wall of Color also
    features 214 designer-curated classic and on-trend hues. QR codes on
    the back of these oversized chips allow consumers to visualize how the
    color could work in a variety of room settings.
  • The Crayola® Color Palette by Dutch Boy: Includes
    46 captivating colors and décor ideas for infant-to-tween bedrooms and
    playrooms that are designed to grow with families over time. Six
    themed color cards include a paint project idea and a kid-friendly
    “You & Me” Crayola project for parents and kids to do together. QR
    codes link to an online experience where consumers can watch playful
    videos that bring to life kids’ room décor ideas, as well as
    inspirational how-to videos. QR codes on the back of the paint chips
    allow consumers to visualize how the color could work in both a
    nursery and a ‘big kid’ room.
  • Weekend Makeovers: Geared toward the consumer who wants to take
    on a small projects with big impact, this display includes six Weekend
    Wonders project ideas with corresponding color suggestions, making it
    simpler than ever for consumers to make weekend upgrades. Twenty
    inspiring Style Starters cards highlight quick and easy DIY projects
    that can infuse color into the home.

The new online experience and color palettes can be found at menards.dutchboy.com
. The site also includes a store locator to find the closest Menards
retailer.

About Dutch Boy Group:

Founded in 1907, Dutch Boy® paints continues to be an
industry leader in delivering innovative and high-quality products and
packaging solutions, and is one of the most recognizable brands in the
market over 100 years later. In recent years, a new vitality, a
youthfulness, and the promise of Simple Solutions have also shaped the
brand. Heritage and trust has been brought to life with energy and
empowerment, inspiring DIYers and paint enthusiasts for generations to
come.

Contacts

DeVries Global
Alexandra Cook, 212-546-8527
acook@devriesglobal.com