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Benjamin Moore conducts new campaign

Paint company Benjamin Moore has begun a new North American advertising campaign using the tagline, "Paint like no other." The initiative will consist of two phases. The first will focus on innovation in the company's products, while the second will highlights the expertise of its retailers. The first phase, called "Feats of Can," uses television ads to promote the company's Regal Select, Natura and Aura Exterior lines. The second phase, which will begin in early May, will also use television to depict the company's local retailers as a source of expert advice about priming, painting and staining. The television creative is being supported with radio, print and digital executions. The campaign was developed by 1stAveMachine of New York.

"We're pursuing a more aggressive approach to communicating the differentiating factors that set Benjamin Moore apart from our competitors," said Ron Schuller, chief marketing officer at Benjamin Moore. "There's a consumer perception that 'paint is paint' and our campaign sets the record straight by focusing on our unparalleled product quality and personalized retail experience."

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