Case Study: WD-40 achieves $100M growth through brand extensions with Bulldog Drummond

WD-40 extends brand for $100M growth with Bulldog Drummond

The customer WD-40 engaged Bulldog Drummond to tackle a broad range of innovation challenges over eight years. The challenge was to extend their iconic brand for future growth by exploring the future of existing products, clarifying consumer segments, and identifying new spaces for brand extension.

Bulldog Drummond acted as an innovation partner, working closely with WD-40’s Team Tomorrow on product development, concept development, and brand extension strategy. This collaboration resulted in the creation and launch of two new brand extensions: WD-40 Specialist, a professional line on track to become a $50M brand, and WD-40 Bike, a separate business initiative expected to reach $10M globally. Bulldog Drummond's work provided a clear line of sight to $100M in incremental growth and the strategic confidence to extend the brand.

WD-40