While scientists state that the colour pink doesn’t technically exist (which is ridiculous, didn’t they see Barbie?), Mars Wrigley’s gum brand Hubba Bubba and Behr Paint Company are dispelling that idea.
In an unlikely collaboration, the two brands have partnered on a new paint colour called Hubba Bubba Pink—officially known as P120-3HB—that they claim will “solidify the shade’s status in the hearts, minds, and homes of Canadians.”
They describe the paint as a “playful hue that radiates warm whimsical energy, inspiring endless pops of fun, creativity, and design possibilities.” It is being sold exclusively at The Home Depot stores in the Behr Dynasty, Behr Marquee, Bear Ultra, and Behr Premium Plus product lines.
Patrick Zeng, marketing director for Mars Wrigley Canada, said that one of the goals is to remind Canadian consumers of the “nostalgic fun” of Hubba Bubba, which first debuted in the late 1970s. The world’s largest gum company has identified nostalgia as a key plank in driving sales in the gum category.
Erika Woelfel, Behr’s vice-president of colour and creative services, said that the new hue is a nod to a décor trend known as “dopamine décor,” which is predicated on adding colours, textures and patterns that inspire joy.
“We know colour plays a powerful role in people’s everyday environments—especially at home,” said Woelfel. “[The paint] is the perfect playful hue for creating statement walls, transforming décor pieces, or adding a cheerful touch to doors and trim.”
The new paint stands in stark contrast to Behr’s 2024 Colour of the Year, Cracked Pepper, which it calls a “moody, meditative, and undoubtably versatile shade of soft black.”
To promote the new paint, Behr has partnered with Toronto-based visual artist Briony Douglas, who is promoting Hubba Bubba-inspired DIY projects—including a four-foot wide version of Hubba Bubba Tape—to her more than 88,000 Instagram followers.
Douglas has worked with brands including Canada Goose, Food Banks Canada and Skip the Dishes, and McDonald’s Canada.
It’s not the first time a consumer brand has come together with a paint brand to introduce a new colour. Last year, the hard seltzer brand Truly partnered with Toronto Ink Company to create “Truly Colours,” a line of paints made from the fruit contained in its products, while the beer brand Belgian Moon introduced a paint line inspired by brand elements like the colour of its wheat beer and the blue of its cans.
And in 2021, Dunkin’ Donuts partnered with the direct-to-consumer paint brand Backdrop to introduce two new paints inspired by its iconography.
