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Sherwin-Williams
Color Chips
RAN IN: United States
AGENCY
Jonathan Cude - Partner, CCO
Ellen Steinberg - Partner, EVP, Group Creative Director
Josh Eggleston - VP, Sr. Producer
John Hagerty - Art Director
Sanders Hearne - Copywriter
Sean Jecko - VP, Group Strategy Director
Jenny Nicholson - VP, Copywriter
Jim Reath - VP, Group Acct. Director
SUMMARY
To buy Sherwin-Williams paint, you must go to their stores it is not in the supercenters. Though contractors have been doing so for years, the Do-It-Yourselfers were less inclined. With just a 4% share of voice among home improvement retailers, Sherwin-Williams celebration of the painting potential represented by the color chip resonated with the DIY crowd. DIY sales and total sales increased: 9.6% and 8.2%, respectively. Sherwin-Williams has made $20 in extra sales for every dollar in extra media spend since the campaign began.
CASE VIDEO
Hero Medium: TV
Medium Featured On Video: TV, Interactive, Print, Consumer Involvement
Audience: New Audience
Objectives: Build brand equity
Type: Business to Consumer
Classification: National
Language: English
