Proton Effect LLC

Objectives

WD-40, a legacy brand known globally for its problem-solving solutions, faced a critical opportunity to reintroduce the Smart Straw, a product that had been missing from the Canadian market for over five years due to regulatory challenges. The goal was not just to revive an existing SKU, but to reposition it as a star product by aligning packaging, communication, and launch strategy with evolving consumer expectations.

Our objective was to create a compelling comeback story for the Smart Straw, one that would blend strategic packaging, consistent iconography, and a tailored communication plan to reconnect with loyal users while capturing new audiences. We sought to build market anticipation, enhance shelf visibility, and deliver an impactful launch that would restore the Smart Straw’s rightful place in the WD-40 portfolio.

Solution

To ensure a successful reintroduction of the Smart Straw, our team took a comprehensive and insight-driven approach. We began by deeply understanding the target audience, segmenting buyer personas, and mapping their needs and product-use behavior. These insights laid the foundation for our messaging and creative strategy.

We crafted a new packaging system that married innovation with brand familiarity, highlighting key product benefits while making the Smart Straw stand out at retail. The design featured vector-based iconography and concise one-liners that communicated product features instantly and consistently. Visual hierarchy was carefully structured in all marketing assets to prioritize the SKU, messaging, and callouts in a repeatable and recognizable layout.

Our communication plan was built on three key pillars:

• Packaging Redesign: Optimized primary and secondary packaging with clear benefit-driven visuals and iconography.
• Retail Display Strategy: Designed flexible and impactful point-of-sale units that enhanced in-store visibility and accommodated diverse shelving formats.
• Launch Campaign Assets: Developed a high-performance landing page, product demo videos, promotional content, and branded swag to create excitement and drive conversions.

Each asset, from hero visuals to landing pages, was created with precision to reflect the Smart Straw’s utility, innovation, and reliability. Every design choice reinforced brand equity while giving the product a bold, modern edge for today’s market.

Results

The Smart Straw’s relaunch exceeded expectations, delivering standout engagement, conversion, and market reentry. The coordinated campaign, grounded in strong visual storytelling and data-driven strategy, not only re-established the Smart Straw in the Canadian market but also generated widespread consumer enthusiasm.

Our strategic alignment of packaging, iconography, and promotional touchpoints delivered measurable success in both digital and physical retail spaces. The relaunch demonstrated the power of an integrated approach in revitalizing a legacy product

• 5M+ Social Impressions

The campaign achieved widespread reach across social media, gaining traction and virality among new and returning users.

• 25,000+ Signups

The promotional landing page converted awareness into action with high intent audiences.

• 64% Monthly Conversion Rate

A high-performance metric that reflects both product-market fit and campaign effectiveness.

• Retail Visibility Boost

In-store displays and packaging enhancements significantly improved shelf presence and consumer interaction.

• Iconography System Adoption

Core benefit icons and message structures were integrated into ongoing communications, creating long-term branding assets.