In March 2017, Benjamin Moore revealed its latest innovation — CENTURY, a new dimension in paint texture, formulation and color saturation. CENTURY was the brand’s first major product launch in a decade, and more significantly, its debut into the ultra-premium paint category.
To launch CENTURY, Sharp worked with the Benjamin Moore team to develop the “CENTURY Salon” — an immersive and interactive space designed to give high-end designers, media, and influencers custom experiences with the product. The Salon served as the epicenter of the launch, hosting unique activations over the course of three days — an exclusive opening night dinner party co-hosted by Benjamin Moore and Hearst Design Group for nearly 165 of the top North American architects and designers; an elegant cocktail party for the broader NY-area architect & design community; and one-on-one media appointments that guided media through the evolution of the product. From a digital perspective, the new @ExperienceCENTURY Instagram account was launched to directly connect with a targeted audience in an expertly curated and community-driven manner.
The launch events, combined with ongoing PR and social media efforts, yielded results in the most important media outlets, including AD, House Beautiful, Elle Décor, Veranda, Traditional Home, LUXE Interiors and Design, within a six-month launch period.