In New Ad Campaign, Benjamin Moore Makes Designers the Stars

If this distinctively staggered group of attractive individuals appears a bit more colorful (and color-coordinated) than the typical Annie Leibovitz-snapped celebrity scrum, it’s because the subjects aren’t famous actors or directors, and this only looks like a Vanity Fair cover try. It’s actually an ad from Benjamin Moore’s new campaign, which touts the venerable paint company’s high standing in the design community. “According to a recent survey, nearly 80% of the design community recommends Benjamin Moore over any other paint,” notes the ad, referencing a finding from a company survey of “3,000 design and painting professionals.” The statistic hovers below Mark Seliger‘s photograph of Moore fans including interior designers Celerie Kemble, Jamie Drake, and Amy Lau and architect Vladimir Topouzanov (a nod to the Canadian market). All are participants in the company’s “Experts Exchange,” a Facebook initiative aimed at uniting design pros and consumers. Developed by Cramer-Krasselt/New York, the $15 million campaign is betting big on new media. “We’re creating a Facebook on steroids program,” said Benjamin Moore marketing manager Nick Harris in a press release. If all goes according to plan, the campaign “will stir consumer fans to meet up with paint and style experts and aficionados for an online cocktail party of conversation about decorating with paint and color.”

Publish date: April 28, 2010 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT