Benjamin Moore Launches ‘See the Love’ Marketing Campaign

Benjamin Moore 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 company said.

The brand said it 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,” said Steve O’Neill, Benjamin Moore chief marketing officer. “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.