Benjamin Moore Paints: Fenway Park collection

This case study describes how Benjamin Moore, a premium paint brand in the US, launched a paint range to make the most of the brand's sponsorship of the Red Sox baseball team.

Benjamin Moore Paints: Fenway Park collection

Campaign details

Agency: The Martin AgencyBrand: Benjamin Moore PaintsAdvertiser: Benjamin Moore Paints

Summary

Benjamin Moore makes incredible paints. The problem is, paint has become a commodity. Great for value brands; not great for premium-priced paint brands like Benjamin Moore. People also shop for paint at big-box stores, and Benjamin Moore only sells through independent paint and hardware stores. That's a well-established consumer behavior we had to break.

And we had to get our retailers excited because without their buy-in, Benjamin Moore products don't even make it onto the shelves....

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