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.