Press Room

CLEVELAND,OH, September 23, 2015 — 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.

Media Contacts:

DeVries Global
Alexandra Cook
212.546.8527
acook@devriesglobal.com

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