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E-Marketing Performance Blog

Cover the Earth, A Marketing Campaign Gone Wrong

Sherwin WilliamsFile this one under the “It’s Probably Just Me” category, but does anybody else have a problem with the Sherwin Williams logo and tag line? I first saw this a couple of years ago and was immediately appalled. Who in their right mind would want to “cover the earth” in paint?

I can only imagine that this logo and tag line was developed by some corporate executives who have never set foot outside of a major city, experienced the natural outdoors or watched the sun set. Does Sherwin Williams really want to see mountainsides covered in red paint, trees painted pink or ocean beaches painted purple? Doesn’t “cover the earth” and the accompanying logo tell just that story? It does to me.

This campaign does not seem to have hurt their business any in the past few years, so it looks like it is just me. Unfortunately I have to drive past this everyday on my way to work. I couldn’t take it any longer and just had to say something. IMO, it’s a marketing campaign disaster, but a disaster that never materialized. Though if I had to guess, if the people who developed this campaign were put before Trump on the apprentice, he’d tell them “Your Fired!”

Stoney G deGeyter

Stoney deGeyter is the author of The Best Damn Web Marketing Checklist, Period!. He is the founder and CEO of Pole Position Marketing, a web presence optimization firm whose pit crew has been velocitizing websites since 1998. In his free time Stoney gets involved in community services and ministries with his “bride enjoy” and his children. Read Stoney’s full bio.

2 Responses to Cover the Earth, A Marketing Campaign Gone Wrong

  1. Stoney G deGeyter
    Stoney deGeyter says:

    100 years? Wow, I had no idea, I thought it was relatively new. But yeah, it has definately outlived it’s usefulness.

  2. Sean D. says:

    This logo has been around for 100 years, and at that time I’m sure it wasn’t perceived by either Sherwin Williams or the public in the way it is now. That said, this (eco) disaster of a logo has long outlived it’s usefulness.

    Perhaps if the uncovered portion of the Earth were larger and colored in bland shades of grey, and the paint can were pouring out blue and green, it *might* just pass.

    As it stands now, however, it’s just gross.