CLIENT
Sherwin-Williams
Karl Schmitt, VP, Marketing & Merchandising
Ellen Moreau, VP, Marketing Communications
Debbie Colberg, Director, Retail Communications
Amy Schmidt, Senior Media Manager
AGENCY
Denis Budniewski, Group Account Director
Jeremy Holden, Director, Account Planning
Ellen Steinberg, Group Creative Director
Kelly Quinn, Account Supervisor
Amy Baker, Associate Media Director
Walt Barron, Senior Account Planner
SUMMARY
Sherwin-Williams has defined the paint category for 143 years and is the professional contractors' paint of choice. Growth would come from the DIY segment. Yet despite having 3,300 stores, Sherwin-Williams had achieved negligible penetration with the DIY segment compared to big-box operators like Home Depot and Lowe's. Our challenge was twofold: Get on the radar of DIY painters and find a message compelling enough to overcome the price/convenience equation of the big-box stores. We not only grew awareness and consideration, but also grew sales of premium DIY paints by 15%.
