You know those little red straws that come taped to the side of WD-40 cans? I always, always lose them. And as a marketing person, I’m sad to say that I never really noticed such a significant product enhancement opportunity.

Luckily, it turns out that other customers have noticed… it’s just that they’ve been noticing (and complaining) for 55 years!Yes, in yesterday’s press release the company’s CEO refers to the past 5 years they’ve been working on this improvement – but reveals just how long they’ve been at it in more of a a cosmic sense.

For 55 years, the only consistent product complaint with WD-40 has revolved around consumers and trade professionals losing the little red straw,” said Garry Ridge, president and chief executive officer of WD-40 Company. “The conversion to the Smart Straw is WD-40 Company’s way of telling its end users that we’re not just listening, but also utilizing true product innovation to give them exactly what they need to get the job done.” 

I love this company and its products. WD-40 first became available in stores in San Diego in 1958 and it’s been de-gumming just about everything ever since.

And actually, I think the “this shows our customers that we’re listening” statement reflects a certain charming quality about the company. But 55 years? 55 years! Whole generations of employees came and went thinking, “When will they fix that friggin’ straw??” Some must be dead!

A true case of “better late than never” that’s never been better. Pull out a new can of WD-40 and stop a squeak today.