True Value helps paint a river

As the Chicago-river turned green, Chicago-based True Value Co. showed its colors during the city’s annual St. Patrick’s Day parade.

The co-op erected a 40-ft.-tall True Value paint stick and stuck it in the water on the northeast corner of Michigan Avenue.

The paint stick stunt was conceived by MARC USA Chicago to leverage True Value’s first time as a sponsor of the annual event. The paint stick will be embossed with the line, “The Value Of The Perfect Color.”

“Being able to be part of one of Chicago’s most cherished traditions was really important to us since Chicago is our home,” said Abhinav Shukla, True Value chier operating officer. “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. 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 St Patrick’s Day, True Value is also celebrating its newly enhanced Easy Care and EasyCare Platinum interior paint lines, which feature improved coverage, better scrub resistance and a smoother finish.