A coil coating system for embedding discrete masses of material in a resinous coating on sheet metal as it is pulled from a dispensing coil through a series of rollers, said system comprising a paint pan, a roller rotating in the pan and picking up said resinous coating composition and transferring it to an applicator roller; thenceforth to the moving sheet metal, an oven, and a sprayer that can heat thermoplastic resin particles to a molten or plastic state and spray the particles to the moving sheet metal.