SAN DIEGO — WD-40 brand is partnering with legendary hot rod designer and TV star Chip Foose on an integrated marketing campaign designed to educate automotive professionals and enthusiasts about the many ways WD-40 Multi-Use Product can help them get the job done.
Foose, star of TLC’s “Overhaulin’” and Discovery Channel’s “Ultimate Car Build-Off,” and the youngest person to be inducted into the Hot Rod Hall of Fame, will be featured in print advertising, online banner ads and in “Chip’s Tips,” a series of how-to online videos that show WD-40 Multi-Use Product being used to help build, restore and maintain vehicles. He will also provide content for the WD-40 Fan Club and appear in a "high-octane" media campaign with Spike TV’s “PowerBlock” to promote the brand in its “Getting The Job Done” campaign.
“WD-40 is the first tool I ever bought, and my dad always had a can in the garage,” said Foose. “I, along with the other craftsmen in the shop, continue to use it on a daily basis to loosen stuck parts, degrease engine blocks and remove rust from tools, so we’re going to have some fun showcasing the things we already do.”
“Chip not only uses WD-40 Multi-Use Product, he’s passionate about it, so this was a match made in car guy heaven," said Tim Lesmeister, vice president of marketing at WD-40 Co. “We have some exciting things planned for the next few years that will leverage his credibility and expertise with our core automotive end-users and get gearheads’ engines going a bit.”
Foose is currently creating artwork that will feature his signature design style on special 8- and 12-ounce WD-40 Smart Straw cans and in-store displays which will be available in late 2011.
