MONTVALE, NJ — Benjamin Moore has kicked off what the company characterizes as the most robust and ambitious advertising campaign in its history. Under the new tagline "Paint like no other," the campaign is rolling out in two phases: the first series emphasizes product innovations and is followed by a second wave focused on the company's retailer expertise.
In the first phase of the campaign entitled, "Feats of Can," Benjamin Moore features coatings that correspond to different product lines of its portfolio. Television spots illustrate unique attributes of each coating including Regal Select®, Natura®, Aura® Exterior and Regal® Select Exterior REVIVE™.
The second phase of the campaign is titled "Who Are You Talking To?" and shifts attention to the expertise of locally owned and operated retailers. This series of television spots will begin airing May 4.
Ron Schuller, Chief Marketing Officer of Benjamin Moore, commented on the new campaign, "For more than 130 years, Benjamin Moore has been manufacturing paint that is superior and has revolutionized the industry, from developing a coating that has paint-and-primer together, to a paint with zero VOCs and zero emissions, this company continually innovates. Today's consumer needs to know that inside every Benjamin Moore can is an unparalleled paint to get the job done right whether their project is for the interior or exterior of the home."
The multimedia campaign premieres on television, radio, in print and digital.