SEMA News—November 2012
WD-40 Co. and Chip Foose Partner for Second Year to Design Two Charity Trucks, New Collectible Cans
Two of the biggest names in the automotive world are teaming up again, this time with Source Interlink Media, to build two trucks that will benefit good causes and to create new, limited-edition WD-40 Smart Straw cans that feature some of Chip Foose’s classic vehicle designs.
“We’re upping the ante this year and building two vehicles—one that pays tribute to WD-40 Co.’s history and one that celebrates some of its newer specialty products that help auto pros like me get the job done right,” said Foose. “With the help of some great aftermarket partners and a lot of WD-40 brand products, we’ll be able to build two vehicles that honor those who work hard everyday.”
The first Foose-inspired project vehicle is a ’53 Ford F-100 pickup that commemorates the 60th anniversary of WD-40 Multi-Use Product and looks similar to the truck used to deliver the first case of the product in the early ’50s when the company was called Rocket Chemical Company. With updated drivetrain, suspension, wheels, tires and paint, the finished WD-40/SEMA Cares Foose ’53 Ford F-100 will be introduced at the 2012 SEMA Show and will make stops at key West Coast auto shows and events before being auctioned for charity at the Barrett-Jackson Collector Car Auction in Scottsdale, Arizona. Proceeds from the auctioned vehicle will benefit two SEMA Cares charities—Childhelp, an organization that provides services to abused and neglected children, and The Victory Junction Camp, which provides life-changing camping experiences to special-needs and chronically ill children.
The second vehicle in this year’s build program is a custom ’12 Ford F-350 Super Duty work truck that will include Foose-inspired custom front and rear wheel flares, side rockers and a front chin spoiler, among other upgrades. The WD-40 Specialist/SEMA Cares Foose Ford F-350 represents the new WD-40 Specialist line of products, which help skilled trade professionals get their specific jobs done with ease.
Following its debut at the 2012 SEMA Show in the WD-40 Co. booth, this vehicle will be on the road for 16 months making special appearances, and it will then be auctioned to help fund the SEMA Cares scholarship program.
“After raising a combined $400,000 for SEMA Cares with our last three project-vehicle builds, we expect these trucks to turn a lot of heads and continue to help a great cause,” said Tim Lesmeister, vice president of marketing for WD-40 Co. “Working with Chip—who’s an expert in his trade and has been using our products his whole life—is a great fit, and we look forward to showcasing more of his designs on some limited-edition cans this fall.”
The partnership with Foose is part of an integrated marketing campaign designed to educate automotive professionals and enthusiasts about the many ways to use WD-40 Multi-Use Product and the new WD-40 Specialist line of products to get the job done.
WD-40 Co. is also partnering with Source Interlink Media, the premier source of special-interest media in the United States, to help get the word out about the charity truck builds. With more than 75 publications, 100 websites, 800 branded products, more than 50 events and TV and radio programs, Source Interlink Media is the largest provider of content to enthusiast communities interested in automotive, action sports, home theater and other niche activities. The division’s strategy is to wholly focus on targeted audiences by leveraging and expanding upon its core market-leading brands through a multiplatform media approach. WD-40 Co. will feature Source Interlink Media on some of its web properties, social media platforms, e-newsletters, signage, collateral and ads related to the vehicle builds.
For more information on the trucks and the collectible cans, check back soon at www.wd40.com/foose.