We used a fishing rod to mow a lawn.
We used a fishing rod to mow a lawn.
Re-launching the Ugly Stik GX2
Innovation comes in all shapes and sizes. For re-launching a product that’s been trusted and on the market for decades, our innovation came in the shape of a piece of rope and a lawnmower.
Ugly Stik refreshed their beloved GX2 rod and re-released it this year. This legacy product has been an angler staple for generations since its initial release in 1976. Its iconic, unbreakable bend has been showcased in unforgettable print ads featuring Hulk Hogan and William “The Refrigerator” Perry.
Re-launching the Ugly Stik GX2
Innovation comes in all shapes and sizes. For re-launching a product that’s been trusted and on the market for decades, our innovation came in the shape of a piece of rope and a lawnmower.
Ugly Stik refreshed their beloved GX2 rod and re-released it this year. This legacy product has been an angler staple for generations since its initial release in 1976. Its iconic, unbreakable bend has been showcased in unforgettable print ads featuring Hulk Hogan and William “The Refrigerator” Perry.
Re-launching the Ugly Stik GX2
Innovation comes in all shapes and sizes. For re-launching a product that’s been trusted and on the market for decades, our innovation came in the shape of a piece of rope and a lawnmower.
Ugly Stik refreshed their beloved GX2 rod and re-released it this year. This legacy product has been an angler staple for generations since its initial release in 1976. Its iconic, unbreakable bend has been showcased in unforgettable print ads featuring Hulk Hogan and William “The Refrigerator” Perry.
Re-launching the Ugly Stik GX2
Innovation comes in all shapes and sizes. For re-launching a product that’s been trusted and on the market for decades, our innovation came in the shape of a piece of rope and a lawnmower.
Ugly Stik refreshed their beloved GX2 rod and re-released it this year. This legacy product has been an angler staple for generations since its initial release in 1976. Its iconic, unbreakable bend has been showcased in unforgettable print ads featuring Hulk Hogan and William “The Refrigerator” Perry.
So, how were we going to generate excitement and interest behind a product that’s new, but already well known? By showing people its capabilities in unexpected and memorable ways, of course.
Like, what if it could mow your lawn for you?
Spoiler: It can. And we proved it.
We know that no matter what our client’s audience is doing, they’d rather be fishing. No one wants to be stuck on land doing yard work, especially an angler. So to showcase the GX2’s strength and its ability to seamlessly fit anywhere in your life, we figured out how it could mow a lawn on its own. Why? So fishermen can get back out on the water where they belong.
With the expertise of a production engineer, we staked an Ugly Stik GX2 in the middle of an unruly front yard. By tethering one end of a rope to a lawn mower, and the other wrapped around the base of the rod we had the foundation of the idea executed. But the real ingenuity came from the physics of propelling the mower forward and giving it the momentum it needed to run continuously around its center point. As the laps were made, the rope tightened around the fishing rod, and voila! A perfectly concentric - and totally unexpected - self-mowing lawn kit was born. Check it out for yourself.
So, how were we going to generate excitement and interest behind a product that’s new, but already well known? By showing people its capabilities in unexpected and memorable ways, of course.
Like, what if it could mow your lawn for you?
Spoiler: It can. And we proved it.
We know that no matter what our client’s audience is doing, they’d rather be fishing. No one wants to be stuck on land doing yard work, especially an angler. So to showcase the GX2’s strength and its ability to seamlessly fit anywhere in your life, we figured out how it could mow a lawn on its own. Why? So fishermen can get back out on the water where they belong.
With the expertise of a production engineer, we staked an Ugly Stik GX2 in the middle of an unruly front yard. By tethering one end of a rope to a lawn mower, and the other wrapped around the base of the rod we had the foundation of the idea executed. But the real ingenuity came from the physics of propelling the mower forward and giving it the momentum it needed to run continuously around its center point. As the laps were made, the rope tightened around the fishing rod, and voila! A perfectly concentric - and totally unexpected - self-mowing lawn kit was born. Check it out for yourself.
So, how were we going to generate excitement and interest behind a product that’s new, but already well known? By showing people its capabilities in unexpected and memorable ways, of course.
Like, what if it could mow your lawn for you?
Spoiler: It can. And we proved it.
We know that no matter what our client’s audience is doing, they’d rather be fishing. No one wants to be stuck on land doing yard work, especially an angler. So to showcase the GX2’s strength and its ability to seamlessly fit anywhere in your life, we figured out how it could mow a lawn on its own. Why? So fishermen can get back out on the water where they belong.
With the expertise of a production engineer, we staked an Ugly Stik GX2 in the middle of an unruly front yard. By tethering one end of a rope to a lawn mower, and the other wrapped around the base of the rod we had the foundation of the idea executed. But the real ingenuity came from the physics of propelling the mower forward and giving it the momentum it needed to run continuously around its center point. As the laps were made, the rope tightened around the fishing rod, and voila! A perfectly concentric - and totally unexpected - self-mowing lawn kit was born. Check it out for yourself.
So, how were we going to generate excitement and interest behind a product that’s new, but already well known? By showing people its capabilities in unexpected and memorable ways, of course.
Like, what if it could mow your lawn for you?
Spoiler: It can. And we proved it.
We know that no matter what our client’s audience is doing, they’d rather be fishing. No one wants to be stuck on land doing yard work, especially an angler. So to showcase the GX2’s strength and its ability to seamlessly fit anywhere in your life, we figured out how it could mow a lawn on its own. Why? So fishermen can get back out on the water where they belong.
With the expertise of a production engineer, we staked an Ugly Stik GX2 in the middle of an unruly front yard. By tethering one end of a rope to a lawn mower, and the other wrapped around the base of the rod we had the foundation of the idea executed. But the real ingenuity came from the physics of propelling the mower forward and giving it the momentum it needed to run continuously around its center point. As the laps were made, the rope tightened around the fishing rod, and voila! A perfectly concentric - and totally unexpected - self-mowing lawn kit was born. Check it out for yourself.
Ultimately, we surprised our customers with something never seen (or thought of) while highlighting the incredible bend and strength of this established product. We successfully positioned it in a new, unexpected and memorable way. And all it took was a little innovation and some rope.
Ultimately, we surprised our customers with something never seen (or thought of) while highlighting the incredible bend and strength of this established product. We successfully positioned it in a new, unexpected and memorable way. And all it took was a little innovation and some rope.
Ultimately, we surprised our customers with something never seen (or thought of) while highlighting the incredible bend and strength of this established product. We successfully positioned it in a new, unexpected and memorable way. And all it took was a little innovation and some rope.
Ultimately, we surprised our customers with something never seen (or thought of) while highlighting the incredible bend and strength of this established product. We successfully positioned it in a new, unexpected and memorable way. And all it took was a little innovation and some rope.
Let’s Chat
Want to hire us? Reach out if you like what you see. Want us to hire you? Share your résumé and a little about yourself. We also encourage freelancers to share their portfolios and rates—we're always looking for collaborators.
© 2025 Gunpowder Inc. | All right reserved. |
Let’s Chat
Want to hire us? Reach out if you like what you see. Want us to hire you? Share your résumé and a little about yourself. We also encourage freelancers to share their portfolios and rates—we're always looking for collaborators.
© 2025 Gunpowder Inc. | All right reserved. |
Let’s Chat
Want to hire us? Reach out if you like what you see. Want us to hire you? Share your résumé and a little about yourself. We also encourage freelancers to share their portfolios and rates—we're always looking for collaborators.
© 2025 Gunpowder Inc. | All right reserved. |
Let’s Chat
Want to hire us? Reach out if you like what you see. Want us to hire you? Share your résumé and a little about yourself. We also encourage freelancers to share their portfolios and rates—we're always looking for collaborators.
© 2025 Gunpowder Inc. | All right reserved. |