An important part of a product launch is the press release. It announces what the product is going to be and some key features that make it stand apart from all the rest. But how do you focus in on one of the best aspects of the product in a way that won’t seem too contrived? The solution that Colle+McVoy found for their client Cub Cadet was to send out press releases made of steel.
The Minneapolis-based agency was tasked with helping the brand launch a new line of PRO Z commercial lawn mowers. What makes these lawn mowers so special, you ask? They’re the only mowers on the market that have a Triple 7-gauge steel deck. Naturally, that means you make a press release out of the same material.
The 8.5-by-11 inch slab is 0.625-inches thick and weighs 14 pounds, 13 ounces, making it one of the heaviest press releases.The agency even went to far as to ship the releases in custom crates with a crowbar. Colle+McVoy definitely went above and beyond for this one.