How brands can harness Pantone’s Colour of the Year to drive media coverage

Every year, the anticipation builds for the announcement of the Pantone Colour of the Year. This singular event has the power to shape product development and purchasing decisions across multiple industries, including fashion, home furnishings, and interior design. It’s always a hot topic for journalists, making it an incredible opportunity for brands to secure media coverage for any products that match! 

Why is it so important?  

After Pantone announced their pick for 2024, the Press Loft team pulled together a collection of relevant client products in our Peach Fuzz trend. This trend alone (not factoring in organic searches via the image library) has already driven over 400 pieces of coverage so far, demonstrating the announcement’s power to generate buzz. This surge in media attention is a testament to the influence Pantone’s choice has on the industry – but in order to capitalise on this buzz, brands need to be prepared. 

How can brands prepare if they don’t know what will be chosen? 

While we won’t know which shade the colour institute will select as their pick until the official announcement, there are a few ways brands can be proactive to ensure that they can hop on the trend right away. 

1. Make sure you opt-in for the Press Loft PR Newsletter: Staying informed is key. By signing up for the Press Loft PR newsletter, brands can receive immediate notification of the Colour of the Year, along with suggested keywords to utilise on the platform.  

2. Follow Pantone on Social Media: Keeping an eye on Pantone’s social media, especially Instagram, gives brands a direct line to the source of the announcement. Be sure to turn on post and story notifications so that you can catch the initial teasers and see the announcement first. 

3. Optimise Image Keywords on Press Loft: As soon as the colour is announced, brands should update their image keywords for relevant products on Press Loft to include the new colour name (e.g. “Peach Fuzz” for 2024), and related terms such as “Pantone Colour of the Year 2024″ and “COTY”. This ensures that when journalists search for matching products, your brand’s offerings are easily discoverable. 

4. Craft a Timely Press Release: A well-crafted press release that showcases products in the chosen colour can be a powerful tool. These get sent directly to the journalist network as well as being housed on-platform, making it so much easier for media members when it comes to sourcing products for the first wave of features. 

5. Leverage Social Media Hashtags: Sharing your product selection and related content on social media with relevant hashtags can also significantly increase visibility. For the next announcement, hashtags like #PantoneColourOftheYear2025 and #Pantone2025 will likely trend, so using them can connect your brand with a wider audience. 

6. Stay Trend-Savvy on Social Media: By following the Colour of the Year trend and related hashtags on platforms like Instagram, brands can keep their finger on the pulse of how the colour is being used and discussed, allowing for real-time engagement with the trend. 

7. Complement the Colour of the Year: If your product range doesn’t include the exact Colour of the Year, don’t panic. Consider highlighting items that complement the hue – Pantone often curates complimentary colour palettes to go with their COTY which you can use for reference. Suggesting pairings or creating collections that work well with the colour can capture the attention of consumers and journalists alike, especially if the chosen colour is a little more difficult to incorporate into an every-day style (we’re looking at you Very Peri).. 

By implementing these strategies, brands can position themselves to take full advantage of the media buzz surrounding Pantone’s Colour of the Year, ensuring their products are at the forefront of this annual trend 🎨