The Martin Agency has launched the largest ever campaign for Benjamin Moore, with estimated spending of $50 million.
The campaign, entitled “Paint Like No Other” positions Benjamin Moore’s Regal Select as a distinctive paint variety without that outclasses its competitors. “If you want a paint that’s more than just easy to scrub,” says the voiceover as a team launches all sorts of messy projectiles at a white wall. “If you want a paint that actually repels dirt and grime. If you want a paint that stands up to life’s wear and tear.” Then one of the lab-coat and goggle wearing team members writes “Only this can” as the voiceover simultaneously delivers the same message. It’s a fun, visually interesting way to demonstrate the capabilities of Benjamin Moore’s product (who doesn’t like watching people shoot projectiles?).
“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 for Benjamin Moore, in a statement. “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 broadcast ad and supporting print, radio and digital components mark the first phase of the campaign, entitled “Feats of Can,” meant to emphasize the brand’s product innovations. A second phase — “Who Are You Talking To?” — will emphasize retailer expertise and will begin airing May 4th.