Data and Research, Product Launch, Invented Media
About Cub Cadet
Sometimes your greatest strength can be your biggest weakness. Cub Cadet may be one of the most respected residential outdoor power equipment brands, but in the eyes of professional landscapers, the reputation hadn’t translated into legitimate commercial-grade mowers. Which meant launching Cub Cadet’s new line of professional mowers posed a unique challenge.
It pays to pay attention on the factory tour. When we learned of the involvement of landscape professionals in Cub Cadet’s product development process, we knew that it had a significant role to play in creating believers out of doubters. The process was their story, and giving a voice to the professionals who tested the product on the job could convince the industry that the PRO Z Series was legit.
The new PRO Z Series touted the industry’s thickest cutting deck. To announce the line, we sent industry influencers a press release made out of triple-7-gauge steel.
Real landscapers also starred in the product brochure and retail posters, backing technical highlights with personal endorsements through quotes and portrait photos taken right from the field.
The launch campaign saw enthusiastic buy-in throughout Cub Cadet’s dealer network. Cub Cadet saw 50% growth in the commercial category.