SAN DIEGO – What’s the big deal about WD-40®? For starters, it has about a million uses. It is an American icon. People love the stuff. It even has an official Fan Club. And, it turns 50 this month.
WD-40, one of America’s – actually the world’s – favorite products, originated in the space age. What was created in a small lab in San Diego for use on the Atlas missile is now in eight out of 10 U.S. households, sold in 160 countries and used by millions of people every day.
In 1953, three technicians at what was then known as Rocket Chemical Company set out to create a line of rust-preventive solvents and degreasers to protect missile parts from corrosion. It took them 40 attempts to finalize the formula, but it worked. WD-40, which stands for Water Displacement perfected on the 40th try, was born.
The product, used by several aerospace contractors, was seen as a magic elixir worthy of bootlegging. Workers smuggled it out of the factory and discovered new uses, such as protecting tools, lubricating machinery and loosening nuts and bolts. Word traveled, and people quickly realized WD-40 truly was the world’s first multi-purpose problem solver, giving any cleaning agent, lubricant, penetrant, solvent or rust inhibitor a run for its money.
Since then, legions of fans have come to rely on the product in the familiar blue and yellow can. They use it to clean car bumpers of grease, grime and bugs, remove crayon marks and prevent rust on gardening equipment and outdoor furniture.
The company has received thousands of letters from consumers about how WD-40 has saved their equipment, their marriage or even their life, and has published an official list of 2,000 uses on its Web site.
Over the years, few consumer household products have experienced the loyalty WD-40 has. Users continue to show their adoration for the product through the official WD-40 Fan Club, which is 63,000 members strong. "The WD-40 Book," focusing solely on creative and humorous uses for the product, was written by the Duct Tape GuysTM in 1997 and sold more than 100,000 copies
One million cans a week are produced in the United States alone. Yet, the formula, which only a handful of people know, has the same basic ingredients as it did 50 years ago, and the product is still mixed at the corporate headquarters in San Diego by a single "brewmaster."
The company is celebrating its milestone year with a variety of promotions, including a limited-edition 50th anniversary commemorative can that will be available for a limited time in most places WD-40 is sold. Additionally, a 50th anniversary instant-win game gives consumers the chance to win a new Dodge Ram 1500 pickup truck loaded with Stanley Tools. Instant-win game pieces come attached to 50th anniversary commemorative cans.
The company also held an online poll, the Great State Debate, to determine consumers’ favorite WD-40 uses in each of the 50 states. The winning uses can be found at www.wd40.com. For each vote cast, 50 cents was donated to Rebuilding Together, a nonprofit organization dedicated to rehabilitating homes for low-income families. The WD-40 Job Site, featuring tips from trade professionals across the country, debuted in May, and serves as an online resource for homeowners and do-it-yourselfers.
The anniversary celebration will culminate Sept. 22 when WD-40 company CEO Garry Ridge opens trading at the NASDAQ MarketSite. The company will also hold a party at the San Diego headquarters and gets its hands dirty in a renovation project with Rebuilding Together. The WD-40 Company offices around the world will also celebrate in their own unique ways, sharing in the excitement of 50 years of success.
WD-40 Company, with headquarters in San Diego, is a global consumer products company with brands that deliver above expectation performance at extremely good value to end users who buy in a variety of trade channels. WD-40 Company produces multi-purpose lubricants, WD-40® and 3-IN-ONE®, the Lava® and Solvol® brands of heavy-duty hand cleaners, and household products X-14®, 2000 Flushes®, Carpet Fresh® and Spot Shot®. WD-40 Company markets its products in more than 160 countries worldwide, and recorded worldwide sales of $216.8 million in fiscal year 2002. Additional information about WD-40 Company may be obtained at www.wd40.com.
