Business Strategy

To reignite enthusiasm for a multi-tool brand that had been around for almost 20 years, LANE made a big splash for its new, tiny offspring. LANE launched the Leatherman Squirt using a highly targeted media list and a creative mailer. The agency commanded attention by shrinking down its 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.


Big attention resulted in even bigger sales. Media relations results for the Squirt launch included:

  • Newsweek
  • New York Times
  • I.D. Magazine
  • Men’s Fitness
  • Entrepreneur
  • Men’s Journal

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