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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 $60M GROWTH
Challenge

Over the course of 8 years Bulldog Drummond worked as an extension of WD-40’s Team Tomorrow on a broad range of innovation challenges. During our partnership, we looked at the future of existing products, clarified consumer segments and identified new spaces for brand extension and developed new category innovation. We worked locally and globally and helped them establish platforms to drive the future of their business.

Result

WD-40’s first brand extension—WD-40 Specialist—was developed and successfully launched as a result of our work together. As a line of professional products, it serves a set of very specific customer needs that we identified through in-depth research and analysis with Team Tomorrow. It is on track to become a $50M brand extension. WD-40’s second brand extension—WD-40 Bike—was also created as a result of work together. It was developed as a separate business initiative to serve the passion-driven consumer segment and is on track to become a $10M global business in the next five years.

Nestlé
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What its like to work with Bulldog. https://t.co/z8wsUFrGPp