As WD-40 launches what may be its biggest line extension ever, it's turning to word of mouth - specifically, Procter & Gamble's Vocalpoint, a buzz-marketing program of some 500,000 moms, writes AdAge. Starting April 1, WD-40's new product, the WD-40 No-Mess Pen, will become the first non-P&G product to be promoted through Vocalpoint, which is modeled after P&G's successful Tremor teen program, introduced in 2001.

Vocalpoint launched nationally earlier this year; its members are screened for their propensity to spread the word to their friends and be among the best-connected "connectors" among the 60 million or so U.S. mothers. Vocalpoint participants sometimes get samples or other things of value, but they don't get paid.