Pantone Color of the Year 2020: A multi-sensory experience

Pantone, a color partner for design, promoted its color of 2020 in the US, Classic Blue, by creating a multi-sensory campaign that gave the color a custom taste, touch, scent, sound and sight.

Situation analysis

For the past twenty years, The Pantone Color of the Year program, created by the Pantone Color Institute, has illuminated the symbolic nature of color —and how the popularity of certain colors reflects culture in a particular moment. Pantone, a B2B brand, uses the Color of the Year as a consumer-facing moment to show relevance to brands and retailers across the world, influencing and driving many businesses' marketing decisions because of the brand's expertise in color and trend.

So Pantone and Huge re-imagined the Color of the Year for 2020.

Pantone's strength is visual—helping designers and businesses see...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands