Canadian retailer Loblaws is reverting to packaging it used in 1978 for its No Name brand on products including panty hose. The packaging is simple—a product name in black lower-case typeface against a lemon-yellow background.
Now, WD-40 Co., San Diego, CA, is getting into the act. An article on mediabistro.com says the company is turning back the clock with 1950s-style packaging that adorned cans of its venerable WD-40 all-purpose lubricant. The yesteryear-style cans come as part of a two-pack, packaged with one same-sized can featuring today’s WD-40 brand design.
The limited-time-offer twin-packs are marketed in what appears to be a festively decorated shrink wrap marketed with the Now & Then theme.
“The collector’s can represents a rich heritage and America’s love affair with the WD-40 brand,” says Tim Lesmeister, vice president of marketing for WD-40 Co.
There is no one reason for the go-retro strategy. Loblaw’s thought is to reintroduce its old packaging to establish different tiers among its private-label product lineup. For WD-40, it’s all about celebrating a brand’s rich heritage, and also giving loyalists another touchpoint with WD-40 through its online fan club.
