SAN DIEGO – Aug. 31, 2012 – Two of the biggest names in the automotive world are teaming up again – this time with Source Interlink Media, to build two trucks that will benefit a good cause and to create new, limited edition WD-40® Smart Straw® cans that feature some of Chip Foose’s classic vehicle designs.
“This year, we’re upping the ante and building two vehicles – one that pays tribute to WD-40 Company’s history and one that celebrates some of its newer specialty products that help auto pros like me get the job done right,” said Foose. “With the help of some great aftermarket partners and a lot of WD-40 brand products, we’ll be able to build two vehicles that honor those who work hard everyday.”
The first Foose-inspired project vehicle is a 1953 Ford F-100 Pickup that commemorates the 60th anniversary of WD-40 Multi-Use Product and looks similar to the truck used to deliver the first case of the product in the early ‘50s when the company was called Rocket Chemical Company. With updated drive train, suspension, wheels, tires and paint, the finished WD-40/SEMA Cares Foose ’53 Ford F-100 will be introduced at the 2012 SEMA Show and make stops at key West Coast auto shows and events before being auctioned for charity at the Barrett-Jackson Collector Car Auction in Scottsdale, Ariz. Proceeds from the auctioned vehicle will benefit two SEMA Cares charities – Childhelp®, an organization that provides services to abused and neglected children, and The Victory Junction Gang® Camp, which provides life-changing camping experiences to special needs and chronically ill children.
The second vehicle in this year’s build program is a custom 2012 Ford F-350 Super Duty work truck that will include Foose-inspired custom front and rear wheel flares, side rockers and front chin spoiler, among other upgrades. The WD-40® SpecialistTM/SEMA Cares Foose Ford F-350 represents the new WD-40 Specialist line of products, which help skilled trade professionals get their specific jobs done with ease.
Following its debut at the 2012 SEMA Show inside the WD-40 Company booth, this vehicle will be on the road for 16 months making special appearances, and then auctioned to help fund the SEMA Cares scholarship program.
“After raising a combined $400,000 for SEMA Cares with our last three project vehicle builds, we expect these trucks to turn a lot of heads and continue to help a great cause,” said Tim Lesmeister, vice president of marketing for WD-40 Company. “Working with Chip, who’s an expert in his trade and has been using our products his whole life, is a great fit and we look forward to showcasing more of his designs on some limited edition cans this fall.”
The partnership with Foose is part of an integrated marketing campaign designed to educate automotive professionals and enthusiasts about the many ways to use WD-40 Multi-Use Product and the new WD-40 Specialist line of products to get the job done.
WD-40 Company is also partnering with Source Interlink Media (SIM), the premier source of special interest media in the United States, to help get the word out about the charity truck builds. With more than 75 publications, 100 websites, 800 branded products, more than 50events, and TV and radio programs, SIM is the largest provider of content to enthusiast communities interested in automotive, action sports, home theater and other niche activities. The division's strategy is to wholly focus on targeted audiences by leveraging and expanding upon its core market-leading brands through a multiplatform mediaapproach. WD-40 Company will feature Source Interlink Media on some of its web properties, social media platforms, e-newsletters, signage, collateral and ads related to the vehicle builds.
For more information on the trucks and the collectible cans, check back soon at WD40.com.
WD-40 Company, with headquarters in San Diego, is a global consumer products company dedicated to delivering unique, high-value and easy-to-use solutions for a wide variety of maintenance needs of "doer" and "on-the-job" users by leveraging and building the brand fortress of the company. The company markets multi-purpose maintenance products, which include the WD-40® Multi-Use Product, 3-IN-ONE®, BLUE WORKS® and WD-40® Specialist™ product lines. The company also markets homecare and cleaning brands X-14® mildew stain remover and automatic toilet bowl cleaners, 2000 Flushes® automatic toilet bowl cleaners, Carpet Fresh® and No Vac® rug and room deodorizers, Spot Shot® aerosol and liquid carpet stain removers, 1001® household cleaners and rug and room deodorizers, and Lava® and Solvol® heavy-duty hand cleaners.
WD-40 Company markets its products in more than160 countries worldwide and recorded sales of $336 million in fiscal year 2011.