Launching a pioneering coatings product to protect lives

Sherwin-Williams is one of the world’s largest paint and coatings manufacturers serving diverse sectors including infrastructure, the built environment, industrial and onshore and offshore oil and gas industries.

Our brief

Freshfield was challenged by Sherwin-Williams to help launch a game-changing product into the marketplace, FIRETEX® FX6002, the first coating to dry in an hour. Previously, the fastest curing times were three or four hours depending on circumstances.

The benefits to asset owners who would be able to protect their buildings quicker than ever before were a core message. Other audiences were applicators, specifiers and architects who also make decisions about these products.

What we delivered

A multi-channel approach was designed by Freshfield to launch the product into the EMEA region and communicate the benefits of the FIRETEX® FX6002.

Campaign activity included a news announcement and a thought leadership campaign that made use of imagery, case studies, video and social media.

The overriding message focused on how this coating protects lives and property with added benefits for the supply chain in its drying characteristics.

Impact

Outcomes included widespread international trade media coverage as part of the strategic programme to position Sherwin-Williams as a world leader in its field.

This featured news stories, feature articles of the product development and case studies of early applications with photography.

Overall, 94 pieces of coverage were generated over 12 months with an online and offline readership of approximately four million.