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NEW PACKAGE SPURS DUTCH BOY RELAUNCH

Integrated Campaign Hypes 'Twist & Pour' Container

Published on .

NEW YORK (AdAge.com) -- Sherwin-Williams Co., Cleveland, is relaunching its Dutch Boy paint with an easier to use container, which it said is the brand's first packaging innovation in 80 years.

Doner, Cleveland and Southfield, Mich., leads the integrated effort supporting the launch of the "Twist & Pour" countainer with a TV spot that breaks July 8. Other elements include print ads in shelter and women's magazines, public relations, direct mail and an online program at www.dutchboy.com.

Spending was not disclosed, but a marketing executive at the company said it would far exceed the roughly $3 million per year spent on the brand in the 1990s.

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