Introduced in March '97 and sold in 2 S-W stores nationwide the PrepRite line includes 10 primers sold in 1-gal metal cans and 5-gal metal and plastic pails. Paper container labels are printed and applied by Sherwin-Williams though a material supplier wasn't revealed. In the past the company sold primers as sub-brands of paint brands using different packaging. The PrepRite design creates an "umbrella" primer brand that uses a family-like graphics pattern with color coding and easy-to-read bold type that communicates product attributes. "We've experienced a dramatic increase in our primer sales over the last year more than we expected" says Terry Makowski S-W communications manager. "Our stores sell to both wholesalers such as paint contractors and architects as well as do-it-yourself consumers. Our wholesaler customers have told us that this change is an eye-opener and helps them to select the appropriate primer to deliver the finish they expect. And our store employees have found they are spending less time explaining primer selection to D-I-Y customers because the labels and merchandiser speak for themselves."