Location: United States
Project Type: Produced
Product Launch Location: United States
Packaging Contents: Lubricant, cleaners and degreasers
Packaging Substrate / Materials: Aluminum
Almost everyone has a can of WD-40® Multi-Use Product on a shelf or in their garage, but few may know the brand traces its origins back almost 70 years. In 1953 the Rocket Chemical Company set its sight on a challenging mission: helping rockets get into space. After 39 tries, scientists created the now iconic WD-40 Multi-Use Product, which would first be used to displace water and propel the Atlas missile into orbit.
And, while the WD-40 Multi-Use Product is a category-leading heritage brand, research indicated that the WD-40 Specialist® line (launched in 2011) of professional-grade lubricants, penetrants, greases, cleaners and degreasers, and rust-management solutions, has an opportunity to be identified on the shelves faster by end users. They turned to JAM (Johnson And McGreevy, Inc.), the New York-based branding agency, to develop a new packaging, clearly differentiate it from the base brand, and simplify messaging.