By creating a coherent look across the entire brand, WD-40 is hoping to help busy professionals to easily and quickly select the right Specialist product for every task in hand.
Early research indicates that by bringing the Specialist range in line with the "iconic" WD-40 branding, professionals were instantly 26% faster at finding the product they were searching for when browsing either online or in store, the company says.
The WD-40 Specialist line was first launched in 2011 to provide a professional-grade range of lubricants, greases and cleaners for use in industrial settings. From October 2021, each of the ranges’ nine products – High Performance White Lithium Grease, Long Lasting Spray Grease, Anti-Friction Dry PTFE Lubricant Spray, High Performance Silicone Lubricant, Fast Drying Contact Cleaner, Fast Release Penetrant Spray, Fast Acting Degreaser Spray, Multi-Purpose Cutting Oil, and High Performance PTFE Lubricant – will feature a new typeface with simplified messaging, featuring the stand-out icon and bold colours.
Kal Kozomos, Digital E-Commerce Manager at WD-40 UK, commented: “Our range of Specialist products have been constantly evolving since we originally introduced them in 2011. All have been developed for specific needs within the professional and industrial environment.
“When we surveyed our customers on how we could make further improvements, the feedback was that the products themselves were faultless, but they often found it difficult to differentiate between our cans, and the others on the shelf. Bringing the design of our Specialist cans in-line with Multi-Use Product, which is instantly recognised around the world, seemed the obvious solution – and one that has had an instant effect.”
Each product’s new can is fitted with Spray-2-Ways technology, and a Smart Straw, enabling broad coverage for heavy duty use, along with precision application for those hard-to-reach areas, minimising over spray and waste. The 360o valve allows the product to be conveniently used in any direction, even upside down, with no compromise on performance or results.
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