I've written a few blog posts now about the "paint wars" -- the home paint market is actually much more competitive than you might think. Well now there's another player.
Sherwin-Williams just launched a new line in collaboration with HGTV called HGTV Home by Sherwin-Williams (duh!). The designers from HGTV have come together with the paint experts at Sherwin-Williams to create this new line.
I'm not sure that there's anything especially different about this line of paints, other than it comes in almost every color imaginable so that you can express yourself uniquely in your home -- just like a decorator would do from HGTV. Or as the brand says: "for beautiful color transitions throughout your home."
I think it's cool. I always love seeing brands share their equities. I wish there was a more unique story here, but clearly the home paint category is big enough for another player. The brand certainly has a captive audience on the network, that's for sure, and will have multiple ways of advertising and promoting it. It's also fun to see entertainment properties expand their range and influence.
What's your experience? Jim.