BUILDING AN EFFECTIVE INTERNAL LAUNCH KIT
When Sherwin-Williams launched SuperDeck®, a new deck care and finishing system line, the company needed to not only share information with all of its North American stores and sales reps, but also drive excitement about this line and its selling opportunities. GO2 was tasked with creating tools that would thoroughly educate the sales force on the complete SuperDeck® line.
WHAT WE DID
Sherwin-Williams’ previous line of Deck Care products was incomplete, and in comparison with other Sherwin-Williams paints and coatings, historically it did not carry as much confidence as a solution. Sherwin-Williams’ new line — SuperDeck®, featuring premium Duckback®Technology — was the answer. The internal launch would require an efficient way to inform the sales force about the new line, as well as a tool that would increase excitement and boost confidence among those selling the products. Additionally, these materials had to be made available in both English and French, for the inclusion of Canadian stores and reps.
GO2 worked closely with the client to develop an Internal Launch Kit that delivered complete information as well as visual interest. We started with a custom box design and added a unique, angled diecut to reflect its wooden deck imagery. We then expanded what was a minimal can label look into an entire product brand throughout the rest of the support materials, which included a New Product Excellence Guide, Competitive Comparison Workbook, brochure and sell sheet. Plus, for a fun value-add that would keep the line’s Duckback®Technology top-of-mind, the kit included a stress reliever duck imprinted with the SuperDeck® logo. Finally, each component was translated into Canadian French to accommodate all intended audiences.
With the release of these Launch Kits, our work has helped Sherwin-Williams to raise awareness, elevate education and generate excitement surrounding the new SuperDeck® line and its features and benefits. In addition, to complement the Launch Kits, we have since created multiple companion pieces including a Sales Kit, furthering both the image and the reach of the brand.