As crowds gather Saturday morning to watch the Chicago River turn green during the annual St. Patrick’s Day parade, a 40-foot True Value paint stick will give the water a stir.
The paint stick will be embossed with the line, “The Value Of The Perfect Color,” a reference to both the bright green river and True Value’s line of paints, which come in hundreds of different hues. True Value is sponsoring the event for the first time.
As the river flows green and parade festivities are underway, True Value representatives will hand out bright green painters’ hats to parade attendees.
“Being able to be part of one of Chicago’s most cherished traditions was really important to us since Chicago is our home,” says True Value chief operating officer Abhinav Shukla.
“The Chicago River was first dyed more than 50 years ago, and that’s how long we’ve been producing our own paint in this great city,” Shukla says. “The parade also represents the start of spring, the traditional season for home painting and repair projects, so it was a great way for us to build visibility for our brand at this key time.”
In addition to celebrating the holiday, True Value is also promoting its newly enhanced EasyCare and EasyCare Platinum interior paint lines, which feature improved coverage, better scrub resistance and smoother finishes.
In a recent consumer study, the EasyCare-branded paint was ranked the best value among the top 10 paints rated. True Value’s new 100-percent acrylic formulas dry quickly, with a hard film that makes them more durable.
True Value will be posting photos and sharing updates about the St. Patrick’s Day event through the hashtag #GiantPaintStick.