Sherwin-Williams Expands HGTV Partnership

by , Jan 21, 2011, 4:06 PM
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Sherwin-Williams is expanding its partnership with HGTV to include a new exclusive line of paint launching in the second quarter.

"HGTV Home by Sherwin-Williams" will include eight color collections of low-odor paint, as well as an array of tools.

Sherwin-Williams will support the line's launch with a comprehensive marketing plan from Carmichael Lynch Spong, including national advertising, public relations and new in-store merchandising and color features. Products will be available in stores by June.

Sherwin-Williams has a relationship with HGTV that precedes the new line. The Cleveland-based paint company is one of the sponsors of the HGTV Dream Home 2011, joining GMC, Delta, Charmin, Bissell, Sub-Zero, Wolf, Ethan Allen and Lutron. Contestants can enter to win the Stowe, Vt. home through Feb. 18.

"The new alliance capitalizes on the strengths of both organizations, incorporating HGTV's popularity and design knowledge with Sherwin-Williams trusted expertise and high-quality products," said George Diver, senior vice president of marketing at Sherwin-Williams, in a statement.

Sherwin-Williams launched a new campaign in May positioning the paint stores as experts that help consumers "make the most of their color" with the best paint. Created by McKinney, the campaign for the retailer includes TV, print, online and rich media. A new tagline is featured: "Make the most of your color with the very best paint."

That creative showcases Sherwin-Williams' wheel of 1,500+ paint colors available at more than 3,300 Sherwin-Williams neighborhood paint stores nationwide.

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