Dive Brief:

• Paint brand Benjamin Moore kicked off a new marketing campaign, called "See the Love," that plays up the love that inspires home renovations, according to a press release.
• The campaign highlights how homeowners, contractors, architects and designers bring love to their home projects in order to amplify the emotional impact of paint. The campaign centers around a 60-second spot called "Anthem," which notes that a "love of craft can turn work and labor into a work of art."
• The company's reimagined vision statement is "to inspire and transform our homes, our communities, and our lives one brushstroke at a time." The creative from new agency FIG aims to celebrate the experts that support their communities with home renovations and painting.

Dive Insight:

Benjamin Moore has shifted the focus of its latest campaign to the contractor as opposed to DIY home painters in response to similar shifts it's identified in the marketplace. The company states in its press release that more people are looking for painting experts, a development that's being reflected in the home improvement industry. The effort plays up the love that can be found when a craftsman sets out to work on a home renovation project and aims to celebrate and honor these contractors and painters.

This campaign appears to be another community-building effort, which has been popular among advertisers over the past year that look to help people forge connections in uncertain and divisive times. The idea is that consumers might be more receptive to marketing and communications that promote positive messaging amid a flurry of uncertain and negative news.

Youth retailer Aéropostale, for instance, is running a new brand message called "Aero Oneness" that emphasizes unity and celebrates differences. The campaign kicked off in November with a video that features real people who serve as Oneness Ambassadors. The positivity platform is being refreshed on a quarterly basis.

Mike's Hard Lemonade is also running a campaign that acknowledges the polarizing times with a "brighter times" message targeting millennial men. The effort encourages people to rise above negativity while combating it through smile-inducing content and tech. The "drink on the bright side" brand messaging has been running with different iterations since 2017.

Like Aéropostale and Mike's Hard Lemonade, Benjamin Moore is looking to unite people with its latest campaign by focusing on positivity.