Benjamin Moore Launches New "Proudly Particular" Marketing Campaign

Dynamic Campaign Highlights Superior Product Offerings that Meet Demands of Paint Purchasers & Specifiers

MONTVALE, NJ – April 3, 2018 – Benjamin Moore, North America's favourite paint, colour and coatings brand, today released its 2018 advertising campaign, focusing on product innovation, colour precision and retail expertise to underscore a message of differentiation. The integrated campaign, comprised of four new television spots accompanied by dynamic digital, radio and print advertisements, highlights the meticulous expectations of Benjamin Moore customers and the exacting performance delivered by Benjamin Moore paints and coatings, dubbing the brand and its consumers "Proudly Particular".

"Benjamin Moore is proud to serve a diverse range of end users, spanning contractors, architects, interior designers and discerning homeowners," said Barry Toubin, Benjamin Moore Chief Marketing Officer. "This campaign recognizes and honours the uniquely different needs of each segment, showcasing the quality and craftsmanship of every Benjamin Moore paint and coating."

"Proudly Particular" spotlights a variety of Benjamin Moore innovative solutions, each meeting a particular performance challenge, including ADVANCE®, which serves up a furniture-like finish on trim, doors and cabinetry; Aura® Bath & Spa, an ideal solution for bathrooms, as it resists any amount of moisture – including steamy, spa-like environments – while achieving a matte finish; and GENNEX® Colour Technology, a precise combination of colorants and formulations that combine to deliver premium colour and proven durability.

The campaign premiered today nationally on television, radio, in print and digital. To learn more about Benjamin Moore, and find an independent retailer near you, visit

Kelly Sinatra
Benjamin Moore & Co.

About Benjamin Moore
Founded in 1883, Benjamin Moore is North America's favourite paint, colour and coatings brand. A leading manufacturer of premium quality residential and commercial coatings, Benjamin Moore maintains a relentless commitment to innovation and sustainable manufacturing practices. The portfolio spans the brand's flagship paint lines including Aura®, Regal® Select, CENTURY®, Ultra Spec®, Benjamin Moore Natura® and ben®. Benjamin Moore is renowned for its expansive colour portfolio, offering consumers and designer more than 3,500 colours. Benjamin Moore paints are available exclusively from its more than 5,000 locally owned and operated paint and decorating retailers.