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Benjamin Moore Launches “Paint Like No Other.” Marketing Campaign

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By: KERRY PIANOFORTE

Editor, Coatings World, Coatings World

Benjamin Moore has kicked off the most robust and ambitious advertising campaign in company 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 its retailer expertise.

“We’re pursuing a more aggressive approach to communicating the differentiating factors that set Benjamin Moore apart from our competitors,” said Ron Schuller, chief marketing officer of Benjamin Moore. “There’s a consumer perception that ‘paint is paint,’ and our campaign sets the record straight by focusing on our unparalleled product quality and personalized retail experience.”

The first phase of the campaign entitled, “Feats of Can,” Benjamin Moore features coatings that correspond to different product lines of its expansive portfolio. The television spots illustrate unique attributes of each coating including Regal Select, an easy to clean interior paint with superior stain resistant qualities; Natura, the most environmentally friendly premium paint in the marketplace today; Aura Exterior, paint with durability that withstands the elements with a lifetime warranty; and Regal Select Exterior REVIVE, paint that is formulated specifically for vinyl siding.

Schuller continued, “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 second phase of the campaign, “Who Are You Talking To?”, shifts attention to the expertise of locally owned and operated retailers. Benjamin Moore is the only paint maker that sells exclusively through independent retailers while purposefully avoiding distribution to big box stores. Benjamin Moore retailers are hometown resources that help consumers with the variety of questions related to priming, painting and staining. This series of television spots will begin airing May 4.

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