ben Interior paint is a product that’s virtually “oops proof.”  If mistakes are made, they can be easily corrected during application, because ben’s adaptive features allow novice users to apply the paint uniformly on walls and still obtain professional looking results.

 

Part of what makes this possible is a proprietary formulation technology that offers easy application with great touch-ups, low VOCs, low odor, is durable and washable – all at a competitive price. Other aspects of ben’s technology that makes it easier to apply than the competition are:

 

 • Less Drips/Drip Resistant Formula

 • Goes on Smooth and Easier to control

 • Less Overlap Marks

 • Less Spatter

 • Oops-Proof technology allows you to easily fix mistakes.

 

 

Come up with a brilliant name for the “proprietary formulation technology” found in Benjamin Moore’s ben Interior paint. The ideal name will fall in-line with ben’s product message, resonate with potential consumers, be easy to understand, and reinforce consumer behavior to purchase ben. Most importantly, the name should alleviate apprehension /concerns that many novice consumers have of making mistakes while painting, resulting in an unprofessional looking job.

 

The name needs to be free of trademarks, so we advise doing a basic search online and with the United States Patent and Trademark office http://www.uspto.gov/

--Key Messages: Ben Premium Interior paint has a special formulation that is designed to ease the end users concerns. It’s built to go on smooth, has anti-drip thickeners, and a very forgiving formula that will avoid lap marks. In a sense, the product is virtually “oops proof”, and if mistakes are made, they are correctable during application. Ben’s adaptive features allow novice users to apply the paint uniformly on walls without needing professional painting techniques and still obtain professional looking results.

 

--Consumer Barrier: Benjamin Moore is trying to overcome the apprehension/concern that novice consumers have of making a mistake while painting or that the results will look unprofessional.

 

--Target Audience: Consumers, particularly Do It Yourselfers. For many people, painting can be seen as a difficult project and after the stress of picking your perfect color, ensuring great results is imperative.

 

--Exposure: Through all channels, including but not subject to marketing communications, online, labels.

 

This project will be worth a total of $5,000 and will consist of one phase.

 

PHASE 1: NAME – Come up with a creative, original, unique name for the technology found in Benjamin Moore’s ben Interior paint. In the “title” section of the submission form, place your name for this technology and, in the body, feel free to add any color that you think might support your submission. The name needs to be unique enough to be trademarked. Submitters should conduct a preliminary search with the USPTO to make sure the name is not already taken. This is very important because Benjamin Moore cannot use any names that are already out there.

 

1. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material.

 

2. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Benjamin Moore.

 

3. Submissions must not portray Benjamin Moore in a negative way, the determination of which will solely reside with our Benjamin Moore.

 

4. Submissions must be in the English language.

 

5. Limit 5 submission(s) per member, per phase.

 

6. Minimum 100 names, or the contest may repost for fourteen (14) days at the sponsor’s discretion.

 

7. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.