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WD-40 launches 'Specialist' range with Echo branding


By The Drum Team | Editorial

April 18, 2012 | 1 min read

WD-40 has worked with brand consultancy Echo to create the identity for Specialist, a new range aimed primarily at trade professionals.

Echo was briefed to "create a new range of products building on the brand equities without weakening the original product offer".

Agency managing director Nick Dormon said: "We faced a significant challenge in how to leverage the brand power of WD-40 brand into the new range without confusing the end user. The breakthrough was using the "Specialist" product line name.

"This achieved two objectives: firstly, it clearly differentiates it from the WD-40 original product and secondly, it clearly states that these are not generalist products but designed specifically for different tasks, therefore not overlapping the original brand’s broad purpose."

The new range will be available in the UK this month.


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