Leatherman
How do you get the tiny offspring of a multi-tool that has been around for almost 20 years noticed? First you target the right media. Then you get their attention by shrinking down the press release to a barely legible size and packaging it along with the tiny Squirt tool and a miniature magnifying glass – to read the comically undersized release.
The result? Big attention that resulted in even bigger sales. Media results for the Squirt launch included: Newsweek, New York Times, I.D. Magazine, Men’s Fitness, Entrepreneur and Men’s Journal.

















