CLIENT
Sherwin-Williams
Karl Schmitt, VP, Marketing & Merchandising
Ellen Moreau, VP, Marketing Communications
Debbie Colberg, Director, Retail Communicatioons
Amy Schmidt, Senior Media Manager
AGENCY
Denis Budniewski, SVP, Group Account Director
Jeremy Holden, Partner/EVP, Director, Account Planning
Ellen Steinberg, Partner/EVP, Group Creative Director
Kelly Quinn, Account Supervisor
Amy Baker, VP, Associate Media Director
Walt Barron, VP, 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%.
