Overview:
Out spent by the goliath, Benjamin Moore, local retailers have little choice but to play by
the giants rules and accept the meager margins they're offered. After all, Benjamin Moore is the best paint out there isnt it? And that was the first job of this integrated campaign to cast doubt on the perceived leader.
Media Mix:
We ran full color trade ads in the major decorator and specifier publications.
And supported the message in point-of-sale collateral material.
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Results:
After being around for nearly two years this young brand finally got on the radar screens of designers and decorators. Orders were up 76% within 2 months of the campaigns launch. And more importantly, the point-of-sale material which was highly competitive to Benjamin Moore provoked a lot of questions on the part of consumers a message that retailers would have loved to get out to their customers themselves but were too afraid to say themselves: C2 is simply superior to Benjamin Moore.