“New.” It’s the magic word reporters worldwide love. But what if your product isn’t new? How do you gain media interest when said product has been around since World War II and already is a leading consumer brand (and has been for decades)? Such was the dilemma facing Duck® brand. It wanted to show its audiences that Duck Tape® remains relevant, exciting even, while engaging new audiences unfamiliar with the brand’s unlimited possibilities. Here's how they did it.