Sherwin-Williams Automotive Finishes needed to leverage their already established presence in the Automotive Paint Market to help support the rebranding of an entire product line. The end result needed to appeal to body shop owners and professionals. The new plan would also call for a rebrand of all collateral materials and advertising.

The solution was simple – align the brand with their widely recognized house paint namesake, Sherwin-Williams. The name exudes trust and expertize that would allow SWAF to leverage and extend the current “Ask Sherwin-Williams” campaign. A new look was developed, marketing collateral created and ads placed in major publications.

As the new look hit the stores and media outlets, our next initiative was to improve sales. A custom lead management software was launched for Sherwin’s Sales Reps and a direct mailer was sent to body shop owners to collect market qualified leads.

The campaign has increased brand recognition in the professional automotive segment by 50% among the target audience since inception. The internal sales rep management software has helped increase sales and the “Race to the Finish” campaign had a conversion rate of 14% out of 300 mailers. Each lead had a sales potential worth well into the thousands. The rebrand was also an integral part in the brand’s social media presence leading to almost 4,000 Facebook likes and ½ million youtube views.