Minwax®, America’s #1 indoor wood stain brand, launched their new water-based color wood stains, offering the largest color assortment on the market with more than 240color options. With their new color stains, Minwax had the challenge of shifting consumer’s perception of wood stain colors from beyond the traditional brown and gray to colors people would normally associate with paint.
To build awareness for their extensive color offerings and provide inspiration for colorful wood stain DIY projects, Minwax launched their first-ever Color of the Year in 2021.
Akhia communications executed a strategic PR campaign leveraging media and influencer relations, which included tactics such as a press release, virtual event for media, media outreach, a media kit and inspiring influencer projects highlighting the Minwax Color of the Year.
In 2022, akhia supported the second-ever Minwax Color of the Year by building on the successful campaign from the pervious year by adding a new media VIP virtual experience and an elevated media kit featuring several pieces stained in the Color of the Year. As a result, Minwax and akhia earned 14 media placements with top tier media including Forbes, Better Homes & Gardens, Apartment Therapy, House Beautiful and more, reaching a larger audience and more than doubling earned impressions.