WD-40, a Favorite of Mechanics, Gets Some Bodywork Done

A decade after its launch, the Specialist line has a new look

wd-40 specialist
WD-40's Specialist line had to incorporate elements that were both unique and familiar. WD-40

WD-40 is one of those rare successful products that defies basic branding conventions. Nobody agrees on exactly what’s it’s good for, since the product has over 2,000 documented uses (among them debugging windshields and removing chewing gum). Few people know what the name means, either (but just for the record, it’s Water Displacement, version No. 40.) Users still argue whether the stuff is a lubricant or not (in fact, it’s a mix of lubricants).

@UpperEastRob robert.klara@adweek.com Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.