Benjamin Moore Launches “See the Love” Marketing Campaign
New creative spotlights the brand's shift in communications as it meets the need of the evolving home improvement market
Montvale, NJ – March 9, 2020 – Benjamin Moore®, North America's favourite paint, colour and coatings brand, has launched its new 2020 “See the Love” marketing campaign. “See the Love” depicts the emotional impact of paint while reflecting Benjamin Moore's focus on quality to transform the lives of its customers and communities.
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.
“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.”
“See the Love” is the brand’s first integrated campaign with new creative partner, FIG. To bring this new brand positioning to life, FIG tapped Academy Award-winning film and commercial director Errol Morris. 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.
From the owner of a local Benjamin Moore retailer to the designer behind a project’s inspiration, Benjamin Moore represents the fabric of a community and continues to abide by the longtime values of quality and care established at the company’s founding in 1883.
Starting in March, the multimedia campaign premieres in the United States and Canada. To learn more https://www.benjaminmoore.com/en-ca/see-the-love.
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®, Natura® and ben®. Benjamin Moore is renowned for its expansive colour portfolio, offering consumers and designers 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.