Display of competing brands like this benefits the shopper, but not so much many brand manufacturers … unless as here WD-40 owns both brands. The shelf-edge strategy positions penetrating-oil WD-40® next to thicker, specialized 3-in-One® Garage Door Lube. Offering a Lube takes 3-In-One outside its normally perceived market. They up the ante by rebranding as “3-in-One Professional®.” WD-40 plucks heartstrings with a “Made in America” and “60 years” pitch. But who actually wins this brand war is the spray top manufacturer, Smart Straw® which crowns both brand’s containers up and down the length of the shelf. Maybe WD-40 owns Smart Straw® too? CLICK through the gallery below to zoom in successively. I wonder if each Smart Straw® is tuned to the viscosity of each brand, the thin WD-40 and thick Garage Lube.
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