What if?

Could WD-40 extend an iconic brand for $100M of growth?

Results

WD-40’s first brand extension—WD-40 Specialist—was developed and successfully launched as a result of our work together. As a line of professional products, it serves a set of very specific customer needs that we identified through in-depth research and analysis with WD-40’s Team Tomorrow. WD-40’s second brand extension—WD-40 Bike—was also created as a result of our work together. It was developed as a separate business initiative to serve the passion-driven consumer segment.

“Bulldog has been a kick-butt innovation partner. They’ve been a protagonist over the past 8 years and helped us uncover significant revenue opportunities.”

—Graham Milner, EVP, Innovation & Business Development

What I did:

• Team facilitation and alignment

• Vision formation

• Strategy development

• Consumer research design and analysis 

• Creative direction

• Product extension 

• Product concept development 

• Brand architecture strategy 

Partners:

• Design / Bulldog Drummond

• Work done at Bulldog Drummond