Cologne: 16.–18.06.2024 #spogagafa

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3 questions for: Sonja Koschani (WD-40 Company)

26 Aug 2019

Sonja Koschani, Trade Marketing Manager of WD-40 Company Ltd. – Photo: WD-40

Sonja Koschani, Trade Marketing Manager of WD-40 Company Ltd. – Photo: WD-40

The blue and yellow can with a red cap is well-known all over the world: The products of the WD-40 Company are sold in over 188 countries. The company is of course on board again at this year's garden fair, spoga+gafa.

The success story of the WD-40 Company already began in 1953: At the time, three technicians founded the Rocket Chemical Company in the USA, which developed rust-protective agents for rockets to protect them against corrosion. Your product WD-40 was that successful in the space research area that it was soon also offered to "earthlings". The commercial sales on the retail trade began in San Diego in 1958.

A lot has happened since then and the product range of the company has constantly expanded. Today, it encompasses maintenance and care products for implementation in the industry and trade, but also for DIY enthusiasts, cyclists and car drivers. Whether outdoor furniture made of metal, garden tools, lawn mowers, grills, bicycle chains - the fields of application of WD-40 products are manifold for both the garden and the balcony.

We spoke to Sonja Koschani, Trade Marketing Manager of WD-40 Company Ltd., prior to this year's international garden trade fair in Cologne.

Mrs Koschani, your company is planning a very special campaign at spoga+gafa together with Koelnmesse. Can you tell us about it?

Koschani: It is going to be exciting – I can reveal that much: Cast your glance into the distance with us and take a look at the future. You can attain the unreachable with our new product, the WD-40 multi-functional product, FLEXIBLE! At the trade fair this means for us: "Back to the roots!" Because WD-40, which as you already just mentioned, originally came from the field of aerospace, is carrying out an experiment: We are sending our new product into space with a stratosphere balloon! Note down 1 September in your diary and be there live with us to watch the stratosphere flight at 2:00 p.m. on the Piazza - in the centre of the fair grounds - and let yourself be convinced by our new FLEXIBLE. Reach for the stars with us and visit us at our exhibition stand D-022 in Hall 6.1. It is also possible to watch the space flight of our WD-40 FLEXIBLE afterwards online:

And which new products await the trade visitors at your stand in Hall 6.1?

Koschani: The new multifunctional WD-40 product FLEXIBLE is our latest innovation. We have already successfully launched it onto the market in WD-40's home country, the USA, as well as in several European countries. The product with a flexible spraying tube enables the simple, one-handed operation in difficult-to-access places with little time expenditure and extremely targeted spraying results. That is why this product not only impresses the pros, but also DIY enthusiasts, who can now attain a perfect professional result.

In Germany the WD-40 Company has just been distinguished with the rating "Highest customer usage" by a consumer survey carried out by ServiceValue GmbH in cooperation with the daily newspaper BILD. What do such distinctions mean for your company?

Koschani: We are delighted at being conferred with the distinction "Germany's CUSTOMER KING - Highest customer usage" by just under one million consumers in the category car accessories and care! The award for the brand with the highest customer usage is of great significance to us. We would also like to take this opportunity to sincerely thank our consumers for their long-standing customer loyalty. Customer satisfaction will also continue to be a top priority for us in the future.

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