New generation of consumers will "Ask Sherwin-Williams" - McKinney

New generation of consumers will “Ask Sherwin-Williams”

April 6, 2009

Sherwin-Williams wants a new generation of consumers to “Ask Sherwin-Williams.”

Breaking today, a multi-media campaign will re-introduce “Ask Sherwin-Williams” as the brand statement that stands for expertise in all painting projects. The effort is the first from Durham-based McKinney since the agency was named agency-of-record in October of last year.

“Our new campaign highlights what many Americans have experienced for years: Sherwin-Williams is the painting expert,” said Karl Schmitt, VP Marketing and Merchandising for Sherwin-Williams. “‘Ask Sherwin-Williams’ stands for exceptional products and unmatched personalized service, and is at the forefront of everything we do. It’s the invitation and the promise that will drive a new generation into Sherwin-Williams stores.”

According to Schmitt, the new campaign targets a new generation of ‘Do It Yourselfers.’ ‚ÄúWe know this group derives a great feeling of accomplishment and pride out of a painting project well done,‚Äù he said. ‚ÄúOur new campaign champions that DIY customers want to do it themselves and get it just right‚Äîwhether they‚Äôre selecting the perfect color or trying to figure out which primer to use. It recognizes that in today‚Äôs economy, a new coat of paint can bring joy to the biggest or smallest of home improvement projects. Paint and painting are what we do and what we love so we want a new generation of Do It Yourselfers to simply ‚ÄòAsk Sherwin-Williams.‚Äô‚Äù

‚Äú‚ÄòDo It Yourselfers’ will find a great partner at any one of our thousands of retail stores nationwide or online at sherwinwilliams.com,‚Äù added Schmitt. ‚ÄúThese are people who take great pride and go to great lengths to make sure they ‚Äòdo the job right.‚Äô Their lives are rich and rewarding and their homes reflect their loves and passions. They could be painting their first apartment. They could be deliberating over which shade of pink or blue is just right for the nursery. Their decisions on what paint to use and how to do it just right are big ones, and we want to let them know they‚Äôre not alone. We have as much fun and get as much satisfaction as they do when the job turns out the way they dreamed. I think that mindset and all of the energy and excitement of these life moments are very apparent in the new campaign.‚Äù

The fully integrated campaign features television, print, radio, online banner advertising and a landing site that dynamically changes based on what banner / message a customer interacts with. The site features tips and tricks for those interested in learning about how to paint, choosing colors, what types of tools to use, and how to be environmentally responsible while painting.

According to McKinney Chief Creative Officer Jonathan Cude, the opportunity was not to throw away years of category leadership but to reintroduce the brand and give it new meaning and relevance. “Our new campaign reaffirms Sherwin-Williams as the place not only for the best paint but also the home of the paint experts,” he said. “This is territory nobody else owns. From the anthem spot that’s a tribute to all the ‘Do It Yourselfers’ out there to the print ads that playfully suggest the many ways a good painting project can improve your life, it’s all designed to let consumers know all they have to do is ‘Ask Sherwin-Williams.’”

Cude added the campaign works “double time” by incorporating Sherwin-Williams’ retail strategy into the work. “The question of how to build brand awareness and sell the best paint on the market was answered by discovering the amazing wealth of knowledge and talent found in each and every Sherwin-Williams store,” he said. “The employees are true experts, and they can’t wait to answer the toughest questions. In fact, several of the spots feature Sherwin-Williams sales associates who, try as we might, could not be stumped. In celebration of all of their exceptional advice, we created five spots that end with the promise, ‘A better paint job is only an answer away.’”

Directed by Neil Tardado and produced by Chelsea Pictures, the campaign features the single, “The Weakest Shade of Blue” by The Pernice Brothers.