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Minwax shows off new finishes

4/24/2018
There are still several days remaining in National Woodworking Month, and Minwax is hoping craftsman make the most of them.

In celebration of National Woodworking Month, Minwax launched a marketing campaign to inspire do-it-yourselfers and wood care enthusiasts, and drive retail demand for its new Simply White Wood Finish and True Black Wood Finish stains.

A social media campaign on Facebook and Instagram is promoting mail-in rebates up to $22 on certain Minwax products at participating stores, and a companion YouTube video campaign featuring author-craftsman Bruce Johnson showcases “how to” projects on creating custom stain colors.

The effort adds luster to the increasingly popular trend of the rustic look.

“Popular home decorating television shows and social media are bursting with designs featuring the rustic, distressed look of white stain, and consumers are using it to stain reclaimed wood and palettes for home furnishings, as well as using it for their hardwood floors,” said Julie A. Vojtko, marketing director, Minwax. “At the same time, black stain is an extremely hot color today—we’re seeing it everywhere—in catalogs, online and in home furnishings stores. With the new Simply White Wood Finish and True Black Wood Finish colors, Minwax is ‘on trend’ and are able to help our retail partners tap into the types of projects do-it-yourselfers are tackling right now.”

Minwax now has 28 colors available in half-pints and quarts for small to medium-sized projects, as well as gallons for larger surfaces such as hardwood floors.
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