WD-40 seeks agency to push Swarfega rival

Lubricants manufacturer WD-40 Company is seeking an agency to promote its new hand-cleaning product Lava, a competitor to Swarfega.

Lava, which has been sold in the US for more than a century, is launching in the UK and Europe following WD 40’s purchase of the brand last May.

Simon Daw, WD-40’s European marketing director, says a budget has not yet been fixed, but sources suggest billings could be between &£3m and &£4m.

Daw says: “We are looking for an agency with a good strategic approach and strong campaign plans. Lava combines being a good trade product with one people buy on impulse.”

He says agencies do not need to have a European network to be considered for the business.

WD-40 uses McCann-Erickson and Universal McCann to advertise its products, which include the eponymous lubricant and 3-In-One oil.

WD-40, which stands for “water displacement, formulation successful on 40th attempt”, was developed in 1953 to protect missile covers from corrosion by US company Rocket Chemical. By the Sixties, it had become a popular consumer product, and the company changed its name to WD-40.

Recommended

Woolwich to test pub cash machines

Marketing Week

The Woolwich bank is putting cash machines into ten JD Wetherspoon pubs in London as a trial project. The Woolwich-branded cash machines connected to the Link network are being installed in ten pubs in the City and the West End of London as part of the pilot. Customers from any bank will be able to […]

Jacobs boosts ‘Millionaire’ TV show deal

Marketing Week

Jacobs is renewing its sponsorship of ITV’s flagship quiz show Who Wants To Be A Millionaire for a third series. Danone brand Jacobs has struck a deal with Carlton TV to extend its original £2.5m, 30-programme’s deal following the Celador Production show’s high ratings. A Jacobs spokeswoman confirms the deal will be completed this week, […]