WD-40 SPECIALIST

Relaunching the brand that sent rockets into space

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the challenge

70 years ago, WD-40’s rocket scientists invented a water displacement formula that was key to winning the space race.

 

The challenge today was to rebrand the WD-40 SPECIALIST product line to increase awareness and clearly communicated that this was WD-40’s professional-grade range of lubricants, greasers and cleaners. Along with the brand architecture and graphics the nomenclature and benefit copy needed to be simplified to aid with navigation and product selection at shelf.

the solution

JAM’s brand strategy was guided by a global study into WD-40’s portfolio of products, the competition and insight on how the tradesperson shops the category.
 
The black body and yellow caps confused consumers as those colors were heavily used by the competition. JAM elevated the reflex blue color of the base portfolio by creating a premium metallic blue that enhanced the professional positioning of the brand and increased brand blocking in the retail environment.  Product names were simplified and bold graphic illustrations highlighted the product’s main usage.

 

A matte varnish, over the silver section of the can, enhanced the striking impression of quality and reduced the glare for consumers to easily read the benefit copy information.

PACKAGING

POSITIONING

GRAPHIC DESIGN USA AWARD
PENTAWARDS TROPHY
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WD-40 Specialist Silicone
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the results

“This was one of the most effective collaborations I have ever experienced with an external agency partner. JAM are a no-nonsense, cut-to-the-chase type of partner and that was evident right from the original pitch. I am extremely proud of what we achieved together–thanks to Nick, Peter and the entire JAM team for an outstanding partnership that represents great value-for-money”.  

 

Steve Brass

President and Chief Operating Officer

JAM Johnson and McGreevy Inc

© 2020 by Johnson And McGreevy Inc.

 

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