When Henkel brought WD-40 to Kenya, their main task was to quickly make the brand known and show what it could do to a new group of people. Since WD-40 was new, there was no existing brand image. So, we needed a strong, memorable creative idea and striking pictures to make a big first impression, especially on very visible places like billboards.
We learned that a successful new product launch in Kenya needs a clear, simple, and flexible creative idea that people understand fast. Because the main target group included Artisans (Fundi's) and Mechanics, the message had to be easy to get and show WD-40's many uses. It was key to come up with a catchy slogan and a powerful main picture that people would remember and that would look good on big ads like billboards.
Zilojo created the whole look and feel for WD-40's launch. Guided by what we knew about the Artisans and Mechanics, we made the main idea, wrote a strong slogan and tagline, and designed the main picture. This artwork was then cleverly used in major ads, like large billboards. This work led to wide brand visibility and instant recognition, showing what WD-40 could do and setting a strong base for its growth in Kenya