MINWAX FINISHES MORE THAN JUST WOOD
By Adnews Staff
Minwax, Sherwin-Williams Diversified Brands Inc. of Richmond Hill, Ont. is moving beyond the finishing of wood. The company recently launched Minwax Gel Stain, which is a wipe-on stain that can be used on interior and exterior surfaces including wood, plywood, veneer, fiberglass, moulded fiberboard and metal. The product is oil-based and comes in eight wood tone colors: chestnut, aged oak, antique maple, honey maple, mahogany, walnut, cherrywood and Brazilian rosewood. Minwax hasn't decided yet how it will promote the product. If it does use media advertising, the campaign will start next year. Advertising for Minwax is done by Cossette Communication-Marketing of Toronto. Birchall & Associates of Richmond Hill, Ont. handles PR.