Benjamin Moore ~ declare that you are a tropical flower with their Aura paints
In one of this year’s Benjamin Moore paint brochures for their Aura paints, they portray images of flowers whose colors spill directly into paint:
They have employed a good bit of Photoshop talent to get this look just right. So if home is a declaration of who you are, are you a tropical flower or more of a mainland variety?
These are waterborne interior paints that use a 100% acrylic Hybrid Resin System, coalescing agents, and custom thickeners. Whatever that all means.
That’s why they just use pretty flowers to sell it. It’s interesting though that they only see three different colors of flowers and not the imbalance caused by the fact that the two on the left are related.
It’s also notable that their website ditches the flowers as the main theme (except in the Press section) and goes with shades of people.
The brochure is dated from earlier this year, so I wonder if they decided the flowers did not make a big enough impact and switched.
One company whose campaign I think is really well done is Valspar. They take pictures of real, and varied, places and pull a rectangular swatch from the landscape. This one appears to be Utah:
Visually, these are really effective and beautiful, and the variety of landscapes beyond tropical escapes makes me happy that you might actually find a color in their campaign that represents your authentic home.
Okay, yes, there is the whole concept that maybe they are still portraying escape, but at least it’s not just the beach and all the flowers that come with it (unless that’s where you live, then go for it!).
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Posted on November 7, 2007
Filed Under Advertising, Cultural Symbols, Household Goods, Plants and Flowers |
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