C-K Job Is to Keep Handymen Asking for WD-40

Cramer-Krasselt’s challenge on WD-40’s portfolio of brands is to keep the image of the well-known products fresh and introduce them to new generations of do-it-yourselfers, an agency executive said.

The Milwaukee shop won the San Diego-based com pany’s estimated $5 million ad account, following a review that included sev eral West Coast agencies.

Among the finalists were California shops Ground Zero in Marina del Rey, Colby & Partners in Santa Monica, Dailey & Associates in West Hollywood and DGWB in Santa Ana, the client confirmed.

WD-40 last worked with Campbell Mithun in San Diego, which this spring launched a TV effort for Lava soap that sought to broaden the clean ser’s appeal to women and men.