At Benjamin Moore, an aggressive ad campaign

Montvale, New Jersey-based Benjamin Moore is embarking on a campaign to convince consumers that not all paints are created equal. And they're not distributed equally, either.

Calling it the "most robust and ambitious advertising campaign in company history," Benjamin Moore is rolling out its campaign under the slogan "Paint like no other." The first phase will focus on product innovations. A follow-up phase will focus on its retailer expertise, including the story line that the paint intentionally stays out of big-box stores.

“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 of 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.”

The television spots illustrate unique attributes of each coating, including Regal Select, Natura, Aura Exterior and Regal Select Exterior Revive, designed to cover vinyl siding.

The second phase of the campaign, “Who Are You Talking To?” will begin airing May 4. It shifts attention to the expertise of locally owned and operated retailers, the company said. Benjamin Moore sells exclusively through independent retailers while purposefully avoiding distribution to big-box stores.