WD-40 Puts An End To The Lost Little Red Straws

by , Apr 23, 2008, 5:00 AM
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WD40 Who hasn't lost the little red straw?

Now, the company that packaged its product with tape holding said straw to the side of the aerosol can for 55 years is answering its customers' most consistent complaint by redesigning the product to permanently attach it. Enter the Smart Straw.

The San Diego-based company was mum on marketing plans to support the innovation, but a spokesperson said it would share the Smart Straw conversion announcement with members of the WD-40 Fan Club this week.

Five years in the making, all 8-, 11- and 12-ounce cans will feature a permanently attached straw that puts an end to the many red straws hiding in kitchen cabinets, under workbenches and at the bottoms of toolboxes across America, said WD-40 Company in a release. The new straw can be flipped down for a wide spray or flipped up for a pinpoint stream to apply WD-40 into hard-to-reach places.

"For 55 years, the only consistent product complaint with WD-40 has revolved around consumers and trade professionals losing the little red straw," said Garry Ridge, president/CEO, in the release. "The conversion is [our] way of telling end users that we're not just listening but also utilizing true product innovation to give them exactly what they need to get the job done."

People have been using WD-40 for years for thousands of uses, from stopping squeaks on windshield wipers to lubricating hinges on pruning shears. Many users share their favorite uses and stories of WD-40 online via the WD-40 Fan Club, which has more than 115,000 members and offers free downloads, weekly tips and a monthly newsletter. WD-40 Company produces multi-purpose lubricants, WD-40 and 3-in-One, the Lava and Solvol brands of heavy-duty hand cleaners, and household products 2000 Flushes, X-14, Carpet Fresh, Spot Shot and 1001. WD-40 Company markets its products in more than 160 countries worldwide and recorded sales of $307.8 million in 2007.

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