In the ramp-up to Memorial Day, WD-40 has created a series of collectible cans featuring special artwork depicting the men and women of America's armed forces. Each time customers purchase one of these special-edition cans, WD-40 will make a donation to one of three military charities. Shoppers will also receive special codes to unlock comedy videos online.
The commemorative cans should be fairly easy to spot at your local auto shop: below the well-known WD-40 logo, they bear depictions of the Army, Navy, Air Force, and Marines. For every commemorative can purchased, WD-40 will donate ten cents to three military nonprofits:
- Armed Services YMCA, which provides a range of services for military personnel and families;
- Veterans Medical Research Foundation, a research institute dedicated to researching and treating the health issues of veterans; and
- The Wounded Warrior Project, providing special programs tailored to the needs of injured service members.
WD-40 has guaranteed a minimum gift of $100,000 per charity.
In addition, purchasers of the limited-edition cans will receive promotional codes that unlock a series of videos on a special website, SupportTroops.WD40.com. The clips star actor and retired gunnery sergeant R. Lee Ermey, whom you probably know from 1987's Full Metal Jacket, or possibly his current series of clips for Geico Insurance. Hardcore fans can have their pic taken with Ermey online and share it with friends at the WD-40 Fan Club,
As social campaigns go, this isn't the best we've seen. The WD-40 Fan Club allows Facebook, Twitter, and LinkedIn sign-ins, but the centerpiece videos aren't shareable at all. Still, it's an interesting idea, a great cause, and one that's easy for the public to take part in. After all, who can't use a little more WD-40 in their lives?
For more details, check the press release below, or visit SupportTroops.WD40.com.
* * * * *
WD-40 MILITARY COLLECTIBLE SERIES HONORS THOSE WHO SERVE
"The Gunny" Encourages Consumers to Purchase Cans to Support Military Charities
SAN DIEGO – March 16, 2011 – WD-40 Company is proud to introduce the limited edition WD-40® Military Collectible Series, a series of four specially designed WD-40 cans that will raise money for military charities and honor those who serve or have served in uniform.
The 8-ounce cans feature special artwork that honors all branches of the U.S. military and pays tribute to those who protect their country at sea, in air and on land. For every Collectible Series can purchased through Memorial Day, May 30, WD-40 Company will donate 10 cents to three military charities, a minimum of $100,000 per charity.
“We are proud of those who serve or have served in uniform and have several members of our team who are veterans,” said Tim Lesmeister, vice president of marketing at WD-40 Company. “By partnering with organizations we know will make a positive difference in the lives of these men and women, we hope to honor their commitment and do our part to help support them and their loved ones.”
Organizations supported by the program include: Armed Services YMCA, which provides educational, recreational and social programs and services for military personnel and their families; Wounded Warrior Project, which honors and empowers injured service members through unique programs and services that meet their needs; and Veterans Medical Research Foundation, an independent medical research institute dedicated to honoring service with science so every veteran receives the finest research-based care.
“For 150 years, the Armed Services YMCA (ASYMCA) has been dedicated to serving our men and women in uniform and their resilient families, and we are thrilled that WD-40 Company has chosen to support our programs,” said Mike Landers, deputy national director of Armed Services YMCA. “The ASYMCA looks forward to working with the company in a shared commitment to serve those who serve, and we encourage people to pick up a few cans to support our military heroes.”
Those who purchase the themed cans will also get special codes to unlock exclusive online videos starring actor and retired gunnery sergeant R. Lee Ermey. The humorous videos feature the former drill instructor training civilians how to use WD-40 Multi-Use Product to solve everyday problems around the house and in the garage. Consumers can also upload their own photo with “The Gunny,” share it with friends and get a glimpse of special behind the scenes footage inside the WD-40 Fan Club.
The WD-40 Military Collectible Series is available for a limited time at retailers nationwide. To learn more about the promotion, visit SupportTroops.WD40.com.