Benjamin Moore has rolled out its latest marketing campaign across North America just in time for the spring season. The “See the Love” campaign depicts the emotional impact of paint while reflecting Benjamin Mooree’s focus on quality to transform the lives of its customers and communities.
“As a brand, Benjamin Moore fosters a sense of community,” Steve O’Neill, Benjamin Moore Chief Marketing Officer said. “We are dedicated to providing our customers with high-quality products and supporting those who work to transform the communities in which they live. Through the ‘See the Love’ campaign, we demonstrate how love, with the help of high-quality paint, can make a difference in people’s lives. We believe that paint has the power to transform a job into a calling for contractors, a business into a passion for retailers, a vision into reality for designers and architects and a house into a home for homeowners. For Benjamin Moore employees, this new campaign highlights personal pride in the work they do.”
The campaign features a 60-second “Anthem” spot that encapsulates Benjamin Moore’s values across all of its audiences. In addition to radio, print and digital executions, the campaign is further supported with 30-, 15-, and 6-second ads (see videos below).
The legacy brand started with a reimagined vision statement to showcase its commitment to the community through inspiration and transformation. In the launch year of the campaign, there is a focus on the contractor which is in response to more people looking to experts for their painting jobs. This is reflected within the home improvement industry as there is a shift away from do-it-yourself to do-it-for-me.
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