The effort, from Doner, Southfield, Mich., for Sherwin-Williams Diversified Brands, breaks April 16 and will be backed by TV and print advertising, direct mail, sweepstakes and retail promotions.
Krylon will reintroduce the famous theme that touts the brand's speedy drying claim over competing Rustoleum. The original effort from the 1980s featured baseball Hall of Famer Johnny Bench, but no current player is pitching the brand.
TV will run on broadcast and cable networks including TNT, Discovery and ESPN, continuing through the spring, traditionally the home-improvement season. Krylon will ship a guidebook for creative home projects with a mail-in sweepstakes to 900,000 households offering a chance to win a trip for two to the 2002 World Series. In addition, in-store merchandising will promote the sweepstakes.
Spending was not disclosed, but is estimated at $3.5 million to $5 million.
Sherwin-Williams spent $139,000 on the brand in measured media in 2001 after spending $3.2 million in 2000, according to Taylor Nelson Sofres' CMR.