Chicago Cubs sponsors are celebrating the team's first World Series win in 108 years with various spots and stunts. For its part, Benjamin Moore is encouraging a little sanctioned graffiti—painting W's around town (a reference to the W flag that's flown at Wrigley after each Cubs win, and the associated #FlyTheW hashtag) and giving fans a way to do it, too.
Last year, The Martin Agency positioned Benjamin Moore with the line "Paint Like No Other," laying it on thick in ads starring a pair of ventriloquist's dummies. Now, with those creepy puppets gone, client and agency return with a different approach, posing the question "Is It Still Paint?" in the anthem spot below:
Benjamin Moore is launching its most aggressive advertising campaign ever, spending $50 million to differentiate the brand in a commodity category where paint increasingly is just seen as color on the wall.
How to put a fresh spin on a reliable, well-regarded staple on hardware store shelves for the past 131 years? To hear David Melançon tell it, the biggest challenge he faced when he joined Benjamin Moore as CMO was to dispel the assumption that “paint is paint is paint.” So Melançon turned to one of the country’s most beloved cultural cues.
For many Red Sox fans, the only thing more iconic about Fenway Park than chanting "Yankees suck" is the Green Monster, and now you can bring a taste of that towering wall home with you. Benjamin Moore's Fenway Collection lets baseball fans buy the exact shades of paint used in the ballpark, and of course the most iconic color being promoted is Green Monster. Other shades in the collection are Boston Red, Boston Blue, Baseline White, and Foul Pole Yellow, just so we're all caught up. The Martin Agency's video spots for the collection, set to the Standells' "Dirty Water," are full of civic pride and Tom Sawyer-worthy fence painting, including an unlikely shot of someone climbing up a ladder with paint bucket in hand as if to touch up the Green Monster manually. He's like the John Henry of stadium painting. More seriously, Benjamin Moore has pledged to renovate youth league ballparks around Boston with some of the sales of its Fenway Collection and has already repainted a field in West Roxbury.
IDEA: Get the job done right, and get out. Painters like to work quickly—and no more so than when the job site is a spooky, abandoned hotel where centuries-old ghosts scare you witless just as you're applying that first coat.