Crown Holdings Develops First Asymmetrically Shaped Aerosol Can for Consumer Goods Products; WD-40® Celebrates 50th Anniversary in Innovative Container
PHILADELPHIA, Sept. 11 /PRNewswire-FirstCall/ -- Crown Holdings, Inc. (NYSE: CCK) announced today the launch of the first asymmetrically shaped aerosol can for consumer goods products, developed in cooperation with Crown's Aerosol Packaging affiliate (Crown) and the WD-40 Company, a global supplier of lubricants, cleaners and household products.
Created to commemorate the 50th anniversary of WD-40® lubricant, the innovative aerosol container is contoured in a comfortable, easy-to-grip shape and allows for convenient product dispensing. In addition, WD-40's® highly recognizable yellow shield is embossed onto the can, creating a unique 3D aspect that enhances shelf presence and the tactile appeal of the package. The new shaped aerosol container is available in 8 oz. and 11 oz. sizes.
"The WD-40® silhouette and colors haven't changed in over 35 years," comments Mike Freeman, President, WD-40 North America. "With such a monumental anniversary approaching, we were looking for a fun, creative way to celebrate our brand and increase sales and profits along the way."
The unique container will also help the WD-40® Company combat counterfeiting problems in China, where its lubricant has an estimated 50 percent market share. The company estimates that counterfeit WD-40® has an additional 25 percent market share.
"While counterfeiters are very clever at copying traditional package design, they cannot emulate product formulation and performance," says Freeman. "We want to make sure consumers get the high-quality results they expect from WD-40® and prevent any potential product damage that may stem from counterfeit formulations. This new asymmetrical shape will be extremely difficult to duplicate, so consumers will be able to differentiate between genuine and counterfeit packages very easily."
The ability to create this unique design results from Crown's patented high-pressure blow-forming process, which begins with preforms placed in precision engineered molds to create the desired shape. The preform is then blow-formed using high-pressure air, causing it to expand into the shape of the mold and forming the unique package.
The new asymmetrical container will launch in China in September and will become standard packaging for WD-40® in the region. In the United States, the WD-40® Company has signed an exclusive deal with Wal-Mart for the initial launch of the 8 oz. package in October 2003. In January 2004, the WD-40® Company will begin selling the new package in both 8 oz. and 11 oz. sizes as a promotional item through other retail outlets. Depending on consumer reaction, the container may also become permanent in the United States.
Developed in 1953, WD-40® is known as "the can with a thousand uses." Capable of protecting metal from rust and corrosion, penetrating stuck parts, displacing moisture, and lubricating just about anything, WD-40® is also ideal for cleaning grease, grime, and other marks from most surfaces.
"WD-40® has historically been an impulse buy," explains Freeman. "We have high hopes that this appealing new shaped can will grab the eye of consumers, generating substantial sales and strengthening brand loyalty."
About the WD-40 Company
The WD-40 Company, with headquarters in San Diego, is a global consumer products company with brands that deliver above expectation performance at extremely good value to end users who buy in a variety of trade channels. WD-40 Company produces multi-purpose lubricants, WD-40® and 3-IN-ONE®, the Lava® and Solvol® brands of heavy-duty hand cleaners, and household products X-14®, 2000 Flushes®, Carpet Fresh® and Spot Shot®. WD-40 Company markets its products in more than 160 countries worldwide, and recorded worldwide sales of $216.8 million in fiscal year 2002. Additional information about the WD-40 Company may be obtained at wd40.com.
About Crown Holdings, Inc.
Crown Holdings, Inc., through its affiliated companies, is a leading supplier of packaging products to consumer marketing companies around the world. World headquarters are located in Philadelphia, PA.
SOURCE Crown Holdings, Inc.