There are some great industrial success stories. WD-40, with its eponymous product, is one of them. It began in California in the 1950s. A small company, Rocket Chemical, set up by three chemists, specialized in degreasers and anticorrosives for the aerospace industry.
At the time, NASA was experiencing external corrosion problems on its Atlas rockets. It called on a team of chemists to solve this thorny problem. They worked on developing a new product, until one day in 1953, Norman Lawson wrote the name WD-40 in his laboratory notebook. WD stands for "water displacement", and 40 because it took forty attempts to find the right formula.
A secretly guarded formula
The original formula is still the same today, and is known to only a handful of people. The almost magical composition of the multifunctional WD-40 is locked away in a bank vault. Officially, it has only seen the light of day twice in 70 years: the first time for the brand's 50th anniversary, when ex-CEO Garry Ridge, all in armor to protect the formula, rode through Times Square on horseback; the second time, in an armored car and under guard, when the WD-40 Company changed banks.
A hurricane that launches WD-40
As soon as it was launched, the product worked wonders. So much so that the company's employees took it home with them! In view of its growing success, Rocket Chemical's chemist and new president, Norman Larsen, decided in 1958 to introduce the product to stores in aerosol form. By 1960, the company had seven employees, each selling 45 cartons a day to hardware stores around San Diego.
But it was a tragic event, Hurricane Carla (September 3 to 16, 1961), that boosted WD-40's reputation. Carla was the most intense and devastating hurricane ever to hit the coasts of the U.S. Gulf States, claiming 31 lives and causing over $100 million in damage. Trucks of WD-40 set off for the devastated east coast of Florida to restore flooded vehicles and household equipment.
With this boom, WD-40 became a brand name, so much so that in 1969, Rocket Chemical was renamed after its unique product. Sales of WD-40 soared, and the product became a mass-market item. It is used by professionals and consumers alike, in fields as diverse as industry, construction, agriculture, sports (sailing, hunting, two-wheelers, etc.), DIY, automobiles, etc. In 1973, the WD-40 Company went public.
Incredible user experiences
Thousands of users have become fans of the WD-40 brand, writing about their unique, bizarre or crazy experiences with the product. An Australian bus driver sprayed WD-40 to get a python stuck in the axle of his bus. American police officers used spray to dislodge thieves hiding in the air-conditioning ducts of a department store...
WD-40 fan users have listed up to 2,000 uses for the "magic product". In fact, "magic" is the first word used to describe the aerosol. WD-40 "makes stainless steel sinks shine, lubricates fishing reels and releases jammed locks, helps the vacuum cleaner's retractable electric cable work, removes chewing gum from carpets, removes glue from labels, unblocks zippers, prevents the trigger on the glue gun from sticking..." Testimonials that have made the brand famous, but which the company doesn't claim in their entirety because some of them are so zany.
Now a multinational
Since those early years of space conquest, when a few employees took product home, the WD-40 Company has grown to include over 500 employees worldwide and sales of $537 million. Headquarters and production sites have expanded to include three divisions: the Americas, Europe and Asia Pacific. WD-40 is now sold in aerosol cans from 200 to 600 ml, and in cans from 5 to 200 liters.
WD-40 can be applied by wide or precise spraying, thanks to its red straw. The straw, still red, is now integral with the cap, preventing loss of the tube and offering greater user comfort thanks to the Double Position spray. Although the WD-40 formula remains unchanged, the brand has evolved with WD-40 Flexible. A sturdy, flexible 18.5 cm metal tube that weaves and contorts in all directions to reach the inaccessible spot to be treated.
In 2023, the WD-40 Company celebrates the 70th anniversary of its flagship product. It's sure to be around for many years to come, making boat maintenance easier.
