Main Street is getting a makeover thanks to Benjamin Moore. The 130-year-old paint company plans to repaint 20 American towns through its "Main Street Matters" campaign, while Chief Marketing Officer David Melancon gives the brand its own revamp.
While messaging around premium paint and service will continue, Benjamin Moore is adding the story of its Main Street roots and history of supporting independent retailers and stepping back from the do-it-yourself crowd in a bid to further distance itself from competitors. In the process, the company will increase its ad budget more than 60%. Benjamin Moore spent about $14 million on measured media last year, according to Kantar Media.
"It's the first time we're connecting the dots ... between who we are and how we act in our communities and how we actually sell our products," said Mr. Melancon, who became CMO in October following a consulting gig for the company.
With the beginnings of a housing recovery making headlines, Benjamin Moore's timing seems solid. The paints and coatings business totaled $22 billion in 2011 but is expected to increase to $30 billion by 2021, according to research from SBI Energy. Housing prices are up, as are home sales. And Advertising Age recently reported that shelter-magazine ad pages were up 8.7% in June.
The "Main Street" campaign includes a 30-second TV spot voiced by actor Brad Pitt, with whom Benjamin Moore has a long-standing partnership through the actor's Make it Right charity, which builds "healthy homes, buildings and communities" for people in need. Mr. Pitt's voice-over reminds viewers what matters about Main Street, noting, "drugstores that still make milkshakes with real ice cream, matter" and "three-story skyscrapers, matter."