Benjamin Moore Showcases Product Ingenuity In Milestone Marketing Campaign

MONTVALE, NJ – March 14, 2016 – Benjamin Moore, North America’s favourite paint, colour and coatings brand, today launched its 2016 advertising campaign, building upon last year’s initiative focusing on product innovation. The integrated marketing program emphasizes the brand’s unique formulations, provoking consumers to question their paint selections. Each spot wraps with the campaign’s intriguing 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.”

The new campaign spotlights a variety of Benjamin Moore standout solutions, each meeting a specific performance challenge. Benjamin Moore Natura™ has zero VOCs*, zero emissions** and is Certified asthma & allergy friendly™ by the Asthma Society of Canada. Aura® Bath & Spa is ideal for bathrooms, as it resists any amount of moisture – including steamy, spa-like environments – while achieving a matte finish. REGAL® Select is an easy to clean interior paint with superior stain resistant qualities. ADVANCE® serves up a furniture-like finish on trim, doors and cabinetry. ARBORCOAT®, a stain, offers a variety of captivating colours to enhance the appearance of a deck, siding or outdoor furniture while providing superior protection from the blistering and peeling caused by weather. REGAL Select Exterior REVIVE is specially formulated for optimal performance on vinyl siding and trim.

Also highlighted in the television spots is the unparalleled expertise of locally owned and operated Benjamin Moore retailers. The campaign premieres nationally on television, radio, in print and digital. To learn more about Benjamin Moore and find an independent retailer near you, visit

About Benjamin Moore
Founded in 1883, Benjamin Moore is North America’s favorite paint, color 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® Selectben® as well as the most environmentally friendly premium paint in the marketplace today, Natura®. Benjamin Moore is renowned for its expansive color portfolio, offering consumers and designers more than 3,500 colors. Benjamin Moore paints are available exclusively from its more than 5,000 locally owned and operated paint and decorating retailers.

Benjamin Moore

*Zero VOC according to EPA Method 24
**No VOC emissions detected according to CDPH/EHLB/Standard Method V1.1 2010