Benjamin Moore Asks ‘Is it Still Paint?’


Benjamin Moore has launched a new ad campaign, focused on product formulation, prompting buyers to question their paint selections.

The 133-year-old Montvale, NJ-based paint and coatings manufacturer’s new messaging features the tagline: “Is it still paint?”  

“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,” said Chris Connelly, director of Brand Marketing for Benjamin Moore.

As a part of the initiative, the company produced a television spot that can be viewed here.

The campaign builds upon its 2015 initiative focused on product innovation, according to the manufacturer.

Further, the new marketing highlights several of the company’s products including Natura, Aura Bath & Spa, Regal Select, and Arborcoat.


Tagged categories: Benjamin Moore; Coating selection; Coatings manufacturers; Coatings Technology; Coatings Technology; Formulating; North America; Trends

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