New Generation of Consumers Will "Ask Sherwin-Williams"

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America's paint experts give beloved tagline new life in brand relaunch and first campaign by McKinney

The Weakest Shade of Blue

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

The company and its new ad agency McKinney are breaking a new multi-media campaign that re-introduces "Ask Sherwin-Williams" as the brand statement that stands for expertise in all painting projects. The campaign targets a new generation of "Do it Yourselfers", a group that derives a great feeling of accomplishment and pride out of a painting project well-done.
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.    
Directed by Neil Tardado and produced by Chelsea Pictures, the campaign features the single, "The Weakest Shade of Blue" by The Pernice Brothers.

To view the new Sherwin-Williams commercials, please visit:

Answers (:15)
Answers (:30)
Questions (:30)
Anthem (:30)
Anthem (:60)

Quotes attributable to Karl Schmitt, VP Marketing and Merchandising, Sherwin-Williams

"Our new campaign highlights what many Americans have experienced for years: Sherwin-Williams is the painting expert. "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."

"Our new campaign champions that DIY customers want to do it themselves and get it just right--whether they're selecting the perfect color or trying to figure out which primer to use. It recognizes that in today's 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 'Ask Sherwin-Williams.'

Quotes attributable to Jonathan Cude, Chief Creative Officer, McKinney

"Our new campaign reaffirms Sherwin-Williams as the place not only for the best paint but also the home of the paint experts. 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.'"

"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. 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.'"

Ask Sherwin-Williams
Sherwin-Williams is the nation's largest specialty retailer of paint, stains, coatings, wall coverings and sundry items. With more than 3,300 neighborhood stores in North America, the company is dedicated to supporting the do-it-yourself consumer with exceptional products; resources to make confident color selections; and expert, personalized service that's focused on the do-it-yourselfer's unique project needs. Sherwin-Williams brand-name products can only be found at Sherwin-Williams stores. You'll be amazed what happens when you ask. Visit

About McKinney
McKinney is an independent advertising agency that's focused on reinventing the conversation between people and brands. Our goal is to lead the convergence of offline and online (today, 35% of our revenue is interactive and 88% of our frontline staff are actively engaged in the digital space), to identify relevant applications for new technologies and to deliver game-changing ideas that deliver extraordinary results for our clients, their customers and our people.

Founded in 1969, the Durham, NC-based agency's clients include Coldwell Banker, Gold's Gym, Major League Gaming, The NASDAQ Stock Market, Partnership for a Drug-Free America, ProShares, Qwest Communications, Sherwin-Williams, Travelocity, Virgin Mobile USA, Virgin Atlantic Airways, and Brown-Forman Corporation brands Bonterra, Chambord, Sonoma-Cutrer, Southern Comfort and Tuaca.

For more information, visit our website at Also visit our blog at

Contact Information:
Janet Northen
Partner & EVP, Director of Agency Communications
Phone: 919.313.4062


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