WD-40 Canada Smart Straw Launch
Objective
Smart Straw was available in other markets but not in Canada
for 5 years due to regulatory pressure. The WD-40 innovators had
developed a mechanism to satisfy the child safety requirement
and were amped to launch the Next Gen Smart Straw in Canada.
Outcome
We analyzed the buyer profiles and created specific
communication strategies to reach and impact them. The
primary and secondary packaging was developed and the
communication strategy defined. Messaging, iconography, key
visuals and videos were created to drive the communication
initiatives. A kickass promotional campaign cemented the impact
and delivered a great bang for the buck
Iconography
Background
A solution was needed to communicate end user benefits
regularly and consistently across communication.
Principle
Core physical attributes of the sku are traslated in oneliners which in turn were integrated in to imagery.
Design Philosophy
Vector icons designs to signify the attribute and supporting one liners to reinforce. These icons to be deployed across all communications.
Key Visuals
Background
Hero Visual
Key visuals that connect with
the target market and clearly
communicate the new smart
straw was needed.
The SKU clearly represented in
all key visual communications to
reinforce the new launch on the
bottom right.
Icons
Key Visual Messaging
All four End User Benefit Callout ICONS are places on the top right so that all the visuals consistently communicate the End User Benefits
The tagling and specific messaging for the key visuals in the bottom left quadrant of the visual.
Retail Display Units: Bulk
Design Philosophy
- Designed for shelves and counter displays
- Designed to communicate features
aggressively multiple times. - Ability cater to multiple sets of stocking options.
Features
- Optional Panels can be removed to
create more display capacity - Call out Icons
- Feature Callouts on Shelf Talkers
Retail Display Units: Bulk
Design Philosophy
- Designed for Mass Retail
- Designed to communicate features
aggressively multiple times - Icon Set used both on the higher eye level of display as well as alongside the stock display part.
Features
- Call out Icons
- QR Link to Landing Page
- Feature Callouts on Shelf Talkers
Landing Page
Landing page designed with the added hook of the promotion to incentivise interaction with the customers in addition to introducting the new launch
Banners
Landing page designed with the added hook of the promotion to incentivise interaction with the customers in addition to introducting the new launch
Promo Communications
Landing page designed with the added hook of the promotion to incentivise interaction with the customers in addition to introducting the new launch
Promo Swag
Landing page designed with the added hook of the promotion to incentivise interaction with the customers in addition to introducting the new launch
Objective Achieved
Successful Launch
Successful commercial launch of the product despite COVID roadblocks.
Social Dominance
5 Million Impressions ; 25k signups ; 64% conversion per month.
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