With much of the house paint sold to do-it-yourselfers these days being purchased at big-box stores, such as Lowes and Home Depot, Berkshire Hathaway’s Benjamin Moore has launched an aggressive campaign to highlight the brand as a premium product that is sold exclusively at 5,000 small retailers.
The campaign, which uses the new tagline—”Paint like no other,” parodies the big-box store experience by using two marionettes to represent the big-box store staff. The ads emphasis the professionalism of the Benjamin Moore retailers, which are small, locally-owned businesses.
The $50 million campaign is using a mix of TV, radio, print and digital media to reach consumers that have been increasing their DIY projects now that the 2009 recession is firmly in the rear-view mirror.
The ad campaign is Benjamin Moore’s largest ever, and is the first to be overseen by Ron Schuller, who joined the company in November 2014 as the Chief Marketing Officer.
© 2015 David Mazor
Disclosure: David Mazor is a freelance writer focusing on Berkshire Hathaway. The author is long in Berkshire Hathaway, and this article is not a recommendation on whether to buy or sell the stock. The information contained in this article should not be construed as personalized or individualized investment advice. Past performance is no guarantee of future results.