Sherwin-Williams Case Study


The Sherwin-Williams Company engages in the development, manufacture, distribution, and sale of paints, coatings, and related products. They market to professional, industrial, commercial, and retail customers around the globe. While all of its operations are under the same umbrella, they fall into three segments: Paint Stores, Consumer, and Global. The Paint Stores segment sells paint, coatings, and related products to end-use customers. Thus, this segment markets and sells Sherwin-Williams branded architectural paints and coatings, industrial and marine products, and original equipment manufacturer product finishes and related items.


Sherwin-Williams challenged Avatar to create a compelling communication program for building and fire code officials. The program would be used to promote the effectiveness of Early Suppression, Fast Response (ESFR) sprinklers in suppressing warehouse fires of combustible and flammable liquids.


Avatar created and produced both a video and a self-directed CD-Rom. Accordingly, they worked together to demonstrate how ESFR technology can effectively suppress fires of combustible and flammable liquids. Thus, redundant fire proofing of warehouse ceilings was not necessary.


The programs were used by more than 30 different companies and organizations to lobby code officials to allow ESFR technology in lieu of warehouse ceiling fireproofing. The video and CD-ROM were considered primary vehicles for proving the efficacy of ESFR and bringing about code changes.