The other day, a friend asked me what the opposite end of a hammer is called. My answer: “There’s an opposite end?”
Home improvement isn’t my forte, but I do know what WD-40 is — and it’s likely not for any reason you’d consider.
I know WD-40 thanks to a joke from the hit animated series King of the Hill. In the now iconic scene from 1998, the series main character, Hank Hill — a proud Texan, propane salesman, and handyman — pulls out a can of WD-40 to help him fix a stuck door lock, only to find the can’s lid is also stuck.
Then, in an absurd but hilarious gag, Hank pulls a tiny can of the same product from his belt holster and successfully gets the lid off.
The WD-40 isn’t even labeled in this 16 seconds of fame, but its signature blue, red, and yellow can’t be missed, as its value is perfectly and memorably showcased. You can’t really ask for better “user-generated” content than that. But why does this matter nearly two decades later?
Last year, King of the Hill was rebooted, returning for a 14th season on Hulu, 16 years after its original run ended. Now, with season 15 coming out in July, WD-40 and Hulu have collaborated to bring consumers a Limited-Edition 'King of the Hill' x WD-40® Brand Collectors Can available exclusively at The Home Depot.
The brands first started hinting at the collaboration on social media back in March, and as a marketer and fan of the show, I loved the clever idea. In the months since, they’ve even taken it a step further, hosting a Hulu Perks sweepstakes where one hundred fans will win exclusive “Hank Hill Starter Kits” including the WD-40 can.
This campaign is a win for several reasons.
Yes, you may not have a hit comedy or streaming platform to join forces with, but these are elements any brand can aim to capture in its marketing:
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Capitalize on nostalgia for fans.
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Align the campaign ethos with all brands involved.
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Unite online and offline experiences.
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Build awareness among audiences that may not have paid attention otherwise.
Are you a brick-and-mortar business, or do you have a live event coming up? Offer an exclusive in-person experience you can tease online leading up to it.
Been in business for many years? Try bringing back an old product with a new twist, or highlight it on “Throwback Thursday” with a fun story about your evolution.
All it takes is a little creative thinking. And maybe some WD-40 if you’re stuck.
