Contractors were buying their paint — but they weren’t their most important customers. We helped the company that “covers the earth” uncover an even more valuable customer segment.

Situation

Creativity can fundamentally change the way people feel about brands.

When we started working with Sherwin-Williams, our consumer insight showed women were instigating 80% of painting projects. And unlike Home Depot, where the person working in the paint aisle may have been working in the lumber aisle an hour earlier, the folks at S-W had the knowledge and expertise to help turn a house…into a home.

Strategy

We repositioned Sherwin-Williams into a single source of inspiration and a more inviting space. Along with our advertising campaign, we developed consumer-friendly collateral materials and helped S-W unveil new collections and new partnerships. The brand took a leadership role in painting and decorating.