CONSUMER PACKAGED GOODS & RETAIL CASE STUDY WD-40 COMPANY FRANCE © Solar Impulse | Revillard | Rezo.chDIVERSIFIED PRODUCT LINE In 1953, American industrial chemist Norm Larsen sought to develop a formula to prevent corrosion by displacing water. Leading a team of three employees at the Rocket Chemical Company in California, Larsen and his team finally discovered the famous formula after 40 attempts. “The company founded in 1953, produced at the time a unique product to remove the humidity that accumulated in rocket engines,” explained Damien Tillet, marketing manager, WD-40 Company France. “When we released the product in aerosol format, clients quickly realized that it can solve a variety of other problems including lubrication, protecting metals from rust and corrosion, and e

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