Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.
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.
Ron Schuller, who joined Benjamin Moore as CMO last November, said the initiative emphasizes its two strongest attributes: Consumers' perception of Benjamin Moore as a premium brand; and its distribution through smaller merchants, rather than big-box stores.
"In the first phase [of the campaign], we'll talk about product quality where the product is the hero," said Schuller, "while in the second phase we'll focus on our independent, expert retailers who give you the right advice and help you through the process."
The 132-year-old company's pitch, from The Martin Agency, uses TV, radio, print and digital and introduces the brand's new tagline—"Paint like no other."
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in