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Case Studies
WD-40’s Triumphant Return of the Smart Straw
WD-40, a globally recognized brand synonymous with versatility and problem-solving, has a long history of innovation. Their iconic multi-purpose lubricant has been a household staple for decades. However, one of their innovative products in Canada, the Smart Straw, had been absent from the market for five years due to regulatory hurdles.
Determined to bring this valuable product to Canadian consumers, our innovators developed a mechanism that met the stringent child safety requirements. With the regulatory green light, the company was eager to launch the Next Gen Smart Straw in the Canadian market.
Understanding the Target Audience
To ensure a successful launch, we conducted a thorough analysis of its target audience. They tailored their communication strategies by identifying key buyer profiles to reach and engage potential customers effectively.
Packaging and Communication Strategy
The primary and secondary packaging for the Smart Straw was carefully designed to reflect the product’s innovative features and appeal to the target audience. A comprehensive communication strategy was developed, incorporating messaging, iconography, key visuals, and engaging videos to drive awareness and interest.
A Promotional Campaign that Delivered
A dynamic promotional campaign was launched to cement the impact of the Smart Straw’s return. Through creative marketing efforts, WD-40 successfully captured attention and generated significant buzz around the product.
Key Results:
- Social Dominance: The campaign achieved impressive social media engagement, with over 5 million impressions and 25,000 signups.
- Strong Conversion: The Smart Straw demonstrated a remarkable conversion rate, with 64% per month.
- Successful Launch: Despite the challenges posed by the COVID-19 pandemic, the Smart Straw launch was a resounding success.
Can Design Iconography
Background
A solution was needed to communicate the end-user benefits regularly and consistently across the communication.
Principle
Core physical attributes of the SKU are translated in one-liners which
in turn were integrated into imagery.
Design Philosophy
Design Philosophy
Vector icons are designed to signify the attributes and supporting
one-liners to reinforce. These icons are to be deployed across all
communications.
Can Design Iconography
Background
Key visuals were needed to connect with the target market and communicate the new smart straw.
Icons
All four End users benefit from Callouts
ICONS are placed on the top right so that all the visuals consistently communicate the End User Benefits.
Hero Visual
The SKU is represented in all key visual communications to reinforce the new launch on the bottom right.
Key Visual Messaging
The tagline and specific messaging for the key visuals are 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 to cater multiple sets of stocking options.
- Optional Panels can be removed to create more display capacity
- Call out Icons
- Feature Callouts on the Shelf Talker
Landing Page
Promo Communications
Promo Swag
- Optional Panels can be removed to
create more display capacity - Call out Icons
- Feature Callouts on Shelf Talkers
Conclusion
WD-40 Canada’s successful reintroduction of the Smart Straw showcases its ability to overcome obstacles, innovate, and deliver exceptional products to the market. By understanding their target audience, developing a compelling communication strategy, and leveraging effective promotional tactics, they were able to achieve significant brand awareness and drive sales. The Smart Straw’s triumphant return solidifies WD-40’s position as a leader in the multi-purpose lubricant industry.
