Benjamin Moore Starts $50 Million Ad Campaign, Its Biggest Yet

Paint Producer Takes on Big-Box Stores Where Rivals Are Sold

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Benjamin Moore is rolling out a spring campaign that will total about $50 million in ad spending, according to the company, which called it the most robust and ambitious efforts in its 132-year history.

The new campaign, from The Martin Agency, will include TV, radio, print and digital components with a new tagline, "paint like no other."

The first phase includes three spots focusing on the brand's history of innovation, including its premium Regal Select paint and its Natura "Zero-VOC and Zero Emissions" paint. Themed "Feats of Can," CMO Ron Schuller said it will educate consumers on the different qualities of the paints and signal that the paint company can support upcoming spring projects.

"It's so unfortunate to see the impact the weather had on people's homes in the Atlantic Northeast," said Mr. Schuller, (during an interview ahead of the Northeast's spring snowstorm last Friday.) "The amount of snow we've had will certainly be harsh on exteriors as well as decks. I think spring can't get here soon enough for everyone."

In May, a new phase themed "Who Are You Talking To?" will make fun of the box chains where Benjamin Moore doesn't sell its products. In the ads, a customer seeks help at a "big box store," receiving unhelpful advice or non sequiturs in response.

Part of the goal is to break through monotonous messaging around straightforward products such as paint, according to Mr. Schuller, who joined the company in November.

The brand has been increasing spending since the economy began picking up again, and Mr. Schuller said North American and global sales are increasing for Benjamin Moore. The overall market for paint is better than a year ago as well, he added.

Previous efforts to separate Benjamin Moore from the pack include the Fenway Collection, a Red Sox-themed paint line that included a limited edition shade used to paint the stadium's scoreboard and left field wall.

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