Intro:
There’s hardly a more recognizable brand than WD-40 - and that was exactly the problem. The WD-40 brand had been evolving their product offerings for 75 years but no one knew about it.
They were still only known for one product - The Original WD-40 Formula.

The Problem:
How do you tell consumers that WD-40 has more than WD-40? Brand loyalists didn’t listen to messaging beyond the iconic shield, and the next generation of fixers were finding new brands with specialized products to suit their needs. We needed to be loud. The WD-40 brand had the solutions; they just didn’t have the interest. We had to make people stop and question everything they knew - to make them curious again. So, that’s exactly what we did.

Our Approach:
We chose bold, editorial-style visuals with a buffed-up, oily can that looked like it had been in a garage. I chose a simple headline written how it would be spoken - how you might hear it in a garage. Beautiful visuals with a clear message to introduce their specialized product line: This is not WD-40.

The Result:
“So if it’s not WD-40.. What IS it?” This was the question our audience needed to have. And it worked. This campaign was described as the brands most successful campaign to date. Leadership’s initial fears (we stretched their usual brand guidelines) were put to rest as testing revealed that 100% of respondents were eager to click and learn more about the WD-40 Specialist Line. This bold approach reignited curiosity, transforming how consumers engage with the brand across social channels—proving the campaign's high actionability across social channels. And this is just the start.