WD-40® brand is partnering with legendary hot rod designer and TV star Chip Foose on an integrated marketing campaign designed to educate automotive professionals and enthusiasts about the many ways WD-40 Multi-Use Product can help them get the job done.
Foose, star of TLC’s “Overhaulin’” and Discovery Channel’s “Ultimate Car Build-Off,” and the youngest person to be inducted into the Hot Rod Hall of Fame, will be featured in print advertising, online banner ads and “Chip’s Tips,” a series of how-to online videos that show WD-40 Multi-Use Product being used to help build, restore and maintain vehicles. He will also provide content for the WD-40 Fan Club and appear in a high-octane media campaign with Spike TV’s “PowerBlock” to promote the brand in its “Getting The Job Done” campaign.
“WD-40 is the first tool I ever bought, and my dad always had a can in the garage,” said Foose. “I, along with the other craftsmen in the shop, continue to use it on a daily basis to loosen stuck parts, degrease engine blocks and remove rust from tools, so we’re going to have some fun showcasing the things we already do.”
“Chip not only uses WD-40 Multi-Use Product, he’s passionate about it, so this was a match made in car guy heaven,“ said Tim Lesmeister, vice president of marketing at WD-40 Company. “We have some exciting things planned for the next few years that will leverage his credibility and expertise with our core automotive end-users and get gearheads’ engines going a bit.”
Foose is currently creating artwork that will feature his signature design style on special 8- and 12-ounce WD-40 Smart Straw® cans and in-store displays which will be available in late 2011.
For more information about Chip Foose, visit www.ChipFoose.com.
WD-40 Company, with headquarters in San Diego, is a global consumer product company dedicated to delivering unique, high-value and easy-to-use solutions for a wide variety of maintenance needs of "doer" and "on-the-job" users by leveraging and building the brand fortress of the company. The company markets three multi-purpose maintenance product brands – WD-40®, 3-IN-ONE® and BLUE WORKSä – and eight homecare and cleaning product brands: X-14® hard surface cleaners and automatic toilet bowl cleaners, 2000 Flushes® automatic toilet bowl cleaners, Carpet Fresh® and No Vac® rug and room deodorizers, Spot Shot® aerosol and liquid carpet stain removers, 1001® carpet, household cleaners and rug and room deodorizers, and Lava® and Solvol® heavy-duty hand cleaners.
WD-40 Company markets its products in more than 160 countries worldwide and recorded sales of $322 million in fiscal year 2010.
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