Behr Paint is making its first foray into the NFT space in partnership with Doodles, a collection of 10,000 NFTs co-founded by digital artist, Burnt Toast, and Web3 pioneers, Evan Keast and Jordan Castro. Behr is helping bring Doodles' colors to life in a one-of-a-kind immersive experience at the SXSW festival in Austin, Texas, March 12-14.  

"We are always looking for new and innovative ways to reach and motivate DIYers, and what better way to do this than entering the NFT space in partnership with one of the most colorful NFT creators, Doodles," says Andy Lopez, vice president brand marketing, Behr Paint Company. 

SXSW pass holders, Doodles holders and the public are invited to become main characters inside Doodles' colorful world using BEHR paint where land, air and space unite. Attendees will have the exclusive opportunity to engage with Doodles' NFT world through a virtual painting wall featuring BEHR paint colors and a chance to collect the first-ever POAP NFT by both brands, featuring a custom design by Burnt Toast printed on limited-edition physical BEHR paint cans.  

"I'm excited that we continue finding ways to disrupt the category and stay ahead of current trends while remaining authentic to who we are – with color as the foundation of this incredible partnership," says Jodi Allen, global chief marketing officer, Behr Paint Company. 

"BEHR has been an incredible partner to work with since day one," says Evan Keast, Doodles. "The creative genius of co-founder, Scott Martin aka Burnt Toast, is a big part of what has made Doodles such a beloved brand. The diverse and universally relatable characters and the vivid universe they live in are heavily informed by Scott's chosen color palette. So, when we brought Doodles into the real world, we knew we needed a partner that could help us bring it to life with all the vibrancy that exists in the Doodles digital world. Behr was the obvious choice." 

VaynerNFT, a consultancy exclusively focused on building strategic NFT integration for the world's leading intellectual property owners, has brought this collaboration to fruition.        

"We believe that this collaboration speaks to each brand's core values and mission, bringing their mutual love for color to inspire their communities," says Avery Akkineni, president, VaynerNFT.