WD-40

Discipline

Product Innovation

"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 BUSINESS DEVELOPMENT

EXTENDING AN ICONIC GLOBAL BRAND FOR $90M GROWTH
Challenge

Bulldog Drummond has worked closely and collaboratively with WD-40’s Team Tomorrow on a broad range of innovation challenges. We look at the future of existing products, new spaces for brand extension and new business category innovation.

Result

Fueled by global consumer research, rigorous internal ideation and industry expert collaboration, we designed a global innovation summit in London that brought together leaders from across the world. The opportunities that were developed throughout the process were collaboratively built into business cases, and a number of the product innovations were assigned internal teams at WD-40 and driven into commercialization. WD-40 Specialist has been successfully launched and is on track to become a $50M brand extension. WD-40 Bike was created as a separate business to serve this passion-driven consumer segment and is on track to become a $40M global business in the next five years.

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