The Journey of How The WD-40 Brand Became A Pop Culture Icon

To paraphrase the Duct Tape Guys, Tim Nyberg and Jim Berg:

“You only need two tools in life, Duct Tape and a can of WD-40_® Multi-Use. If it’s not stuck and it’s supposed to be, Duct Tape it. If it’s stuck and it’s not supposed to be, use WD-40_® Brand...”

Today we look at the history of WD-40_® Brand, where it all started, and how we got to where we are. We look at our origin, as a simple rust-prevention solvent, to how we have grown to be a household name and a pop culture icon.

We are proud of our journey and today we are thrilled to share it with you. Let’s begin at our start in the early years.

Our story began in 1953 in San Diego when the Rocket Chemical Company, a fledgling enterprise with a staff of three, set out to develop a line of rust-prevention solvents for the aerospace industry. Their primary goal was to create a formula that could effectively displace water to prevent rust and corrosion. Like Benjamin Franklin with the light bulb, it took a few tries to get it right. It, however, didn't take thousands of attempts but just 40 to create a water displacement agent that was suited to the task.

As it took the team 40 tries to develop a Water Displacement formulation, the brand was aptly named WD-40_® Brand.

The first use of the WD-40_® Multi-Use product was by Convair, an aerospace contractor, who used it to protect the outer surface of the Atlas Missile from rust and corrosion. WD-40 Multi-Use worked so well, that the employees working at Convair snuck some of the cans containing it home. This would be one of the first uses of the WD-40 Multi-Use product in a domestic setting, intended or not.

A few years after the first successful use of WD-40 in an industrial setting, Norm Larsen, the founder of the Rocket Chemical Company and the WD-40 brand, experimented with putting WD-40 Multi-Use product into aerosol cans. His reasoning was simple: he figured that consumers might find a use for the product at home like some of the Convair employees had. The product first appeared on store shelves in San Diego in 1958.

The decision to put WD-40_® Multi-Use into aerosol cans proved to be a game-changer for the Rocket Chemical Company. By 1960 the company more than doubled in size, growing to seven people. This team sold an average of 45 cases per day from the trunks of their cars to hardware suppliers and sporting goods stores. This would signal the start of a new chapter in the story of the WD-40_® Brand.

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From its humble beginnings, the WD-40 Multi-Use product quickly grew in popularity. As time went by, its widespread adoption and the resulting success stories became increasingly prominent. In 1961 it was used to recondition flood and rain-damaged vehicles and equipment along the U.S. Gulf coast due to Hurricane Carla, and by 1968 it was placed in goodwill kits sent to soldiers in Vietnam. WD-40 Multi-Use product was used on the frontlines by soldiers to prevent moisture damage on firearms and to keep them in good working condition.

As more and more people discovered WD-40_® Brand’s ability to solve a myriad of everyday problems, from silencing squeaky hinges to removing stubborn stickers, the product's popularity skyrocketed. By 1969, the Rocket Chemical Company was renamed to represent its sole product as the iconic WD-40_® Company.

WD-40 Multi-Use product became the go-to solution for countless household tasks and its distinctive blue and yellow colors were soon found in stores across America. By 1993, four out of five American households had a can of WD-40 Multi-Use product in their homes.

Read about how users from around the world use WD-40 Brand products to get the job done right.

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The widespread use of WD-40_® Multi-Use Product also gave rise to unconventional and novel uses previously not thought of.

A fascinating aspect of the WD-40_® Brand is that the Multi-Use product is so effective in its original industrial intent, that users have used it to solve unconventional challenges in their lives. The sheer number of unique and unconventional uses that consumers have discovered are extraordinary and showcases the versatility of the product.

Some of the most noteworthy unconventional uses include freeing a parakeet and its owner from sticky mouse trap paper, removing a python from the undercarriage of a bus in Asia, and helping law enforcement lubricate and remove a naked burglar from an air vent (we are serious, this happened). 

The WD-40 Multi-Use product has been used in situations far beyond its original intent, but its use remains synonymous with effective tasks.

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WD-40 Brand has continued to develop and grow as time has marched on. The 2000s in particular saw much growth for WD-40 Brand.

In 2003, the WD-40_® Big Blast_® can was introduced. This can offers a wide-area spray nozzle that delivers the WD-40 Multi-Use formula quickly and efficiently over large areas. The wide-area spray was then supplemented by the Smart Straw_® Sprays 2 Ways_® applicator in 2005. This precise applicator features a permanently attached straw, which allows users to apply WD-40 Multi-Use product in either a wide spray or a precise stream by flipping the straw up or down. This change in design ensured that customers would no longer lose the little red straw applicator. In 2008, WD-40 converted its most popular-size of WD-40 Multi-Use cans permanently to the Smart Straw_® Sprays 2 Ways_® applicator. By 2009, WD-40_® Multi-Use was available in Trigger Pro bottles as well. This is a non-aerosol version of the original WD-40 Multi-Use product formula to better meet the needs of industrial consumers.

In 2011, the WD-40 Specialist_® range of products was born. This range provides best-in-class specialty products under the WD-40_® Brand geared toward trade professionals. The line of WD-40 Specialist products grew to 8 by 2013, perfectly timed to coincide with the 60th anniversary of WD-40_® Company.

By 2020, WD-40 Specialist range of products add the WD-40 Specialist Cleaner & Degreaser and the WD-40 Specialist Gel Lube, totaling 15 products specifically engineered to tackle any problem that can be faced.

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The cultural impact of the WD-40 Brand extends far beyond its practical uses. It has made appearances in movies, TV shows, and even books.

The 1996 comedy, Spy Hard, sees agent Dick Steele (Leslie Nielsen) also known as ‘Agent WD-40’, battle the Evil genius Rancor (Andy Griffith) to stop world domination. This showcases WD-40 Brand’s ubiquitous presence in American life and its transition from a practical solution to a trusted ally in everyday life.

WD-40 Brand has evolved into a symbol of reliability and versatility. These qualities resonate with people from all walks of life. Whether it's protecting tools from rust, lubricating squeaky hinges, or tackling the most stubborn of industrial challenges.

The journey of WD-40 Company, from a simple rust-prevention solvent sold from the trunks of cars to a pop culture icon, is a remarkable story of innovation, adaptability, and enduring appeal.

As the brand continues to evolve, one thing remains certain - WD-40_® Brand will always be there to help, one spray at a time, getting the job done right.