BeautiTone Launches ‘Rethink Colour’ Campaign

BeautiTone has launched a brand campaign called ‘Rethink Colour.’ The campaign aims to inspire Canadians to challenge their perception of colour by questioning why things are coloured certain ways. The campaign “explores our reliance on default or traditional colours and shows consumers there is no wrong way to use colour,” says Kristi Stemmler, director, content and media, Home Hardware Stores Limited. Developed in collaboration with advertising agency john st., the integrated campaign features a variety of digital and traditional channels including TV, digital advertising, social media, and in-store elements. It has also been customized for the Quebec and French markets, where it will be represented as ‘Révélez vos couleurs.’