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Benjamin Moore Asks ‘Is it Still Paint?’

Wednesday, March 16, 2016

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Benjamin Moore has launched a new ad campaign, focused on product formulation, prompting buyers to question their paint selections.

The 133-year-old Montvale, NJ-based paint and coatings manufacturer’s new messaging features the tagline: “Is it still paint?”  

Benjamin Moore

The new advertising campaign focuses on product ingenuity and formulation, according to the company.

“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,” said Chris Connelly, director of Brand Marketing for Benjamin Moore.

As a part of the initiative, the company produced a television spot that can be viewed here.

The campaign builds upon its 2015 initiative focused on product innovation, according to the manufacturer.

Further, the new marketing highlights several of the company’s products including Natura, Aura Bath & Spa, Regal Select, and Arborcoat.


Tagged categories: Benjamin Moore; Coating selection; Coatings manufacturers; Coatings Technology; Formulating; Trends

Comment from Jesse Melton, (3/16/2016, 7:27 AM)

Is "creative" a noun?

Comment from Sarah Geary, (3/16/2016, 8:19 AM)

Industry itself is persistently pursuing better ways to make paint. If you look at how paint was formulated 100 years ago versus how paint is formulated now, you with consistently find that our "recipes" have changed. If you need to question the identity of your "paint", shouldn't that bring about concern? Poor taste in marketing strategy in my opinion.

Comment from Patrick Lutz, (3/16/2016, 10:43 AM)

As is normally the case, marketing over sells products, even paint.

Comment from Tom Schwerdt, (3/17/2016, 8:44 AM)

It's been paint for thousands of years and continues to be paint.

Comment from Jesse Melton, (3/18/2016, 8:03 AM)

After thinking about it for two days, I do not understand this campaign. What is the answer they are looking for? If "yes" is the answer there is a serious internal communication problem at Benjamin Moore. Who wants to buy buckets of chemicals from a company that isn't sure of what's actually in the bucket? Somebody needs a sit-down chat about what the company does. If the answer is "no" then a guessing game asking customers to determine the company's unexpected and inexplicable shift in products doesn't seem like the best way to educate customers. It seems especially risky when competitors like Sherwin-Williams feature paint cans, and actual paint, right there in their logo. It's all rather confusing. If

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