In 1953, the Rocket Chemical Company and a staff of three set out to create a line of rust-prevention solvents and degreasers for use in the aerospace industry. It took them 40 attempts to get the water displacing formula just right. But they must have been really good, because the original secret formula for WD-40®—which stands for Water Displacement perfected on the 40th try—is still in use today. Today, more than 83% of all U.S. households have at least one signature red, blue and yellow can of WD-40 in their garage, shed, under the kitchen sink, laundry room and more. Plus, with more than 2,000 uses and candid user testimonials, the WD-40 brand is trusted, well established and versatile.


WD-40 Company’s promise: “Connect. Protect. Fix. Perform.”

• To meet the needs of both “do-it-yourself” and “on-the-job” users


• To offer multiple, versatile, high value and easy-to-use solutions to many common problems


• To create positive lasting memories as its products become solutions that doers and on-the-job users around the world turn to first to get the job done

Committed to innovative, high value and easy-to-use solutions for their devoted end-user, WD-40 Company is teaming up with Edison Nation to find new innovations for the WD-40 brand. WD-40 Company’s Live Product Search on Edison Nation offers two opportunities for you to pitch to this venerated company and brand.


First, WD-40 Company is seeking new innovations for the WD-40 brand that deliver the product to the consumer in more relevant and modern ways in work or personal life: think 2008’s Smart Straw, Big Blast or No-Mess Pen. The science behind WD-40 is a classic staple. They are now seeking ideas for new form and utility that will appeal to today’s WD-40 user. How can “the can with the thousands of uses” adapt to savvy consumers and grow into more households and industries?


In addition, WD-40 Company is looking for new product concepts that can deliver the same WD-40 promise. They are seeking new product ideas that offer unique value and innovative solutions to end-users. WD-40 Company strategically looks to leverage and build the brand fortress of their established and reputable name. Your new product ideas must align appropriately.


For more information on WD-40® and WD-40 Company, please visit their Web sites at www.wd40.com, www.wd40company.com and http://fanclub.wd40.com/.

For this search, please submit your innovations to WD-40 Company’s live product search for a modern adaptation of their original product and/or new product concepts to add to their established brand. Your submission must be unique and potentially highly profitable. While not required, we highly encourage you to submit video of yourself demonstrating a prototype or the benefits and execution of your submission.

Your product concept must:

• Be innovative and patentable


• Feature both utility and function


• Be consumable – not a tool, device or piece of equipment (or if a device, very simple to make and use)


• Be demonstrable, creating a positive and observable change


• “Connect. Protect. Fix. Perform.”


• It is not necessary to submit scientific formulas or product formulations.


• Identify the Who, What and Where
  • Who is the end-user?
  • What will they use your product for?
  • Where will they purchase the product?

Each idea costs just $25 ($20 for gold members) to submit and, as long as you maintain gold membership, your idea may be submitted to as many searches as you would like at no additional cost. Click here for more details on Live Product Search.

Employees of WD-40 Company, and its respective suppliers, affiliates, promotional or marketing agencies, and their immediate family members (parent, child, sibling and spouse) and persons living in the same households of each such employee (whether related or not) are not eligible.