For years, Benjamin Moore has been out-voiced and outspent by its competitors, leading to a cluttered market and consumer perception, in the company’s view, that “paint is paint.”
Now, with a boost in ad spending, the paint brand is teaming with The Martin Agency for the "Is It Still Paint?" campaign to emphasize Benjamin Moore's unique formulations and to "reinvent the way we think about paint," says the company.
The integrated marketing campaign includes TV, radio, print, and digital spots running nationally.
The campaign supports specific product offerings, including Natura which is allergy-friendly as well as the moisture-resistant Aura Bath & Spa which is formulated for bathrooms. All spots end with the tagline, "Is It Still Paint?"
“Benjamin Moore is the category leader for one simple reason: what’s in the can. No other paint brand can match the superior performance of our products, which is what this campaign communicates,” said Chris Connelly, director of brand marketing for Benjamin Moore. “With this creative, we are challenging the very definition of paint and stain, supporting our theory that only Benjamin Moore can make the impossible possible.”
Benjamin Moore has "intensified" its 2016 marketing campaigns with "more vigor, creativity, and financial support” says the agency, including spending $100 million on advertising and marketing over the past two years.