Hubba Bubba and Behr are giving people something to chew on with the paint brand launching a bubblegum pink colour tribute to the Mars Wrigley gum.

The Hubba Bubba Pink by Behr paint is available in Dynasty, Marquee, Ultra and Premium Plus formulas, and is an exclusive at Home Depot stores nationally.

To celebrate the March 26 launch, Hubba Bubba teamed with Toronto-based artist and photographer Briony Douglas, to showcase how people can tap into their creativity to “embrace fun, play and joy” through the Hubba Bubba Pink by Behr (P120-3HB) paint colour. Buyers can also follow along on Douglas’ social channels to see her Hubba Bubba-inspired art piece.

“We know colour plays a powerful role in people’s everyday environments, especially a home,” says Erika Woelfel, VP of colour and creative services at Behr Paint Company. “[The innovation] is the perfect playful hue for creating statement walls, transforming decor pieces, or adding a cheerful touch to doors and trim.”

Mars Wrigley Canada marketing director Patrick Zeng tells strategy that the brand wanted to work with Behr on the new pink paint product to leverage “current trends,” and inspire and enable feelings of playfulness, fun and nostalgia. Zeng says Mars is focused on connecting with consumers in interesting ways – like product innovations or bold partnerships – all while staying true to its individual brands.

Zeng adds that the idea of creating a Hubba Bubba Pink paint was inspired by a number of trends and insights that ladder back to gum’s brand identity of enabling fun in the everyday, from the current obsession with all things nostalgic to “Dopamine Decor,” which is a design movement marked by incorporating bright, bold colours to uplift mood.

As gum category leaders, Zeng says Mars continues to not only innovate around products, but through the ways in which consumers see, engage with, purchase and enjoy them.

“Across the industry, gum purchases, which usually happen at check-out or on the-go, were impacted by COVID. During this time, we focused on growing the category by staying truly connected to consumers,” Zeng says.

The CPG remains committed to developing new and exciting usage occasions through creative marketing and product innovation.

“Today, the gum category is resilient, and sales are continuing to rise as consumers turn to gum for different occasions. In fact, the total gum market in Canada has seen double digit growth (+11%) in retail sales, which is faster than most fast-moving consumer goods categories,” Zeng says, citing Nielsen IQ Market Track, for the period ending on February 24, 2024.

The brand’s PR AOR, Middle Child managed the campaign, leading creative, PR and influencers, with support from Behr Paint Company’s PR AOR Harbinger Communications.