Result

Using our proprietary process, we devised a solution encouraging greater product consumption while translating a strategic vision focusing on placing the client further ahead of the competition and increasing profitability.

We created the Smart Straw, which allows the WD-40 straw to be permanently attached while maintaining duel action spray functionality. When the straw is in the down position, the dispenser has a regular spray action, when folded out at a 90-degree angle the dispenser delivers a precision stream through the straw.

This significant improvement enables WD-40 to draw new attention to a decades-old product and increase market share by enhancing their product's advantage over the competition. However, what is perhaps equally as important is that design solutions created a mechanism that could be manufactured and assembled at a lower cost.

The Smart Straw product was launched in the US in July 2005 and has since been sold to millions of household and industrial consumers around the world. It has become a significant commercial success and now represents an important percentage of the company's brand global sales.

Thanks to the high demand for this innovative new product, WD-40 is able to charge a significant premium for the Smart Straw which in turn enables WD-40 and its retailers to make 30% more per sale at the same margin compared to the original product.