We have to hand it to Sherwin-Williams: They sure know how to put a positive face on an unpopular color.

For several years now, the paint manufacturer has been cheekily announcing its “loneliest color.” The designation is for the company’s least tinted shade, and this year that dubious honor was claimed by Offbeat Green.

It’s easy on first impression to see why this color may have scared potential customers off. Although it’s politely deemed a “lime-green shade,” others might offer a less charitable comparison.

But that snap judgement shouldn’t stop you from seeing through to the color’s positive qualities.

There’s a certain ‘70s quality to the palette, that harkens back to a cozier era of wood panel walls and plush carpeting.

It’s also a statement. This isn’t millennial gray or beige everything. This is the kind of coating that gets comments, but only if you are bold enough to embrace it.

That’s in fitting with Sherwin-Williams “Lonely Color” campaign. The marketing stunt celebrates customers who go against convention and take a more artistic approach to home decor.

This year’s campaign includes a partnership with the LeBron James Family Foundation. The color is being incorporated into the foundation’s PROMISE Project in Akron, Ohio, an organization designed to educate first-time homebuyers.

The company is also promoting the campaign through a national sweepstakes. Consumers who order an Offbeat Green color chip or sample can enter for a chance to win prizes including a signed LeBron James basketball and a Sherwin-Williams gift card.

The “Loneliest Color” program has become an annual tradition for Sherwin-Williams, which last year highlighted Radiant Lilac.