Ben: Purple

Cramer-Krasselt/New York was charged with launching the younger, personality driven sub brand of the Benjamin Moore franchise, 'Ben', targeting a youthful consumer – without alienating the core older audience. With the goal of bringing new young users to the brand, the team looked to counter the perception that Benjamin Moore is pricey, traditional and has a limited color selection. The new print ads (three in all, attached) are geared towards defying that stereotype - from the lower price-point to the attitude and color focus of the ads.