Daily Insights

Benjamin Moore’s Community Painting

By: Mackenzie Baker | Mar 25, 2020

Paint company Benjamin Moore is encouraging home renovations for people stuck at home. 

The brand’s new “See The Love” campaign focuses on the love that inspires home renovations and the emotional impact a fresh coat of paint can have on a home. Through a 60-second spot called “Anthem”, the brand highlights contractors, homeowners, designers and architects bringing love to home projects. With the campaign, Benjamin Moore has created a new vision statement: “to inspire and transform our homes, our communities, and our lives one brushstroke at a time.” 

Traditionally, Benjamin Moore has spotlighted DIY home painters in its video campaigns, but it’s now turning the focus to contractors. As the home improvement industry shifts, the brand is hoping to reflect the changes through its ads. The positive messaging of the campaign is also reflective of consumer desires for brand ads to create a community focused on positivity and love. Benjamin Moore is running its ad on radio, print, digital, and TV. Although television ads remain essential for media branding according to a Gartner report, consumer viewing preferences are evolving so it makes sense to have an omnichannel campaign. 

Through this campaign, Benjamin Moore could foster loyalty and prime audiences for what might be a long time spent within the same walls.”