Product launch example

Press release example for a product launch

A product launch is the most common press release type Presscloud users send, accounting for 22% of every release, and that popularity is exactly what makes it hard: editors see new products every day and only publish when there is a story behind them. This page walks through a complete press release for a product launch, with an explanation for every section, figures from Presscloud practice, and the five mistakes to avoid with this type of news.

📄 Full example 350-500 words Schema: Article
Press release Example with fictional company

Subject: Nokka launches the Nokka One: modular headphones with replaceable parts

Consumer electronics brand Nokka is releasing the Nokka One on September 15, a modular wireless headphone with every part individually replaceable. The headphones start at 179 euros and are available via nokka.nl and Coolblue. With this design, Nokka is getting ahead of the upcoming European right to repair regulation.

Wireless headphones rarely last more than a couple of years. Not because the technology becomes outdated, but because a worn ear cushion, a weaker battery, or a cracked headband is, in practice, impossible to replace. An EU report on e-waste describes discarded electronics as one of the fastest growing waste streams in Europe, while the upcoming right to repair regulation will require manufacturers to make repair more accessible. The Nokka One was designed with exactly that in mind: every part, from battery to headband, clicks loose and can be ordered separately. Break something, and you replace the part instead of the whole headphone.

Interest was already clear before sales even started: in six weeks, 3,200 people placed a pre-order, selling out the entire first production run. "People are tired of throwing away a good pair of headphones because of one broken part," says Mila Roskam, founder of Nokka. "The Nokka One shows that designing for repair does not have to come at the cost of sound or looks."

"We designed every part as if it would one day need replacing, from the magnetic ear cushions to the battery module that comes loose without tools," says Joris Blom, head of product development at Nokka. "That approach is becoming the standard for everything we build next." Nokka is already working on a second production run to keep up with demand after September 15, and plans to expand the range with earbuds in 2027, built on the same modular principle.


About Nokka
Nokka is a Dutch consumer electronics brand that sells directly to consumers, focused on audio that lasts. Its first product, the modular wireless headphone Nokka One, is available from September 15 via nokka.nl and Coolblue, starting at 179 euros. Individual parts can be ordered through the brand's own webshop. Nokka was founded by Mila Roskam. More information at nokka.nl.
Press contact
Sam de Ruiter, communications manager at Nokka, pers@nokka.nl, +31 6 23 45 67 89. High resolution product photos, the logo, and a review unit for editors are available at nokka.nl/pers.
Anatomy of the press release
01 Subject line
Under 80 characters, with the brand name, product type, and the distinguishing feature in a single line. The editor sees what the product is and why it stands out before even opening the email.
02 Lead paragraph
Who, what, when, and why in about 50 words, including price, sale date, and sales channels. That gives a journalist everything needed to write a short piece right away.
03 Context & problem
The EU report on e-waste and the right to repair regulation lift the release from product news to a story about a shift across the whole electronics sector.
04 Traction & quotes
3,200 pre-orders in six weeks and a sold out first production run prove the demand. Both quotes stay under two sentences and focus on design choices, not on how proud the team is.
05 Boilerplate
A compact company description that editors often paste in full underneath an article. Nokka, by the way, is a fictional company: this example shows the structure, not a real launch.
22%
of all Presscloud press releases is a product launch
14%
average pickup rate among trade media
5
working days on average between sending and publication
640
launch releases sent in 2025
Figures based on press releases sent through Presscloud.

Why this press release works

A launch release works the moment a journalist can see, at a glance, what the product is, what it costs, and why it is news right now. This example hangs the Nokka One on a wider development, the European right to repair regulation, rather than on the product itself. Price and sale date sit in the lead, the pre-orders show real demand, and both quotes focus on design choices. Three elements do most of the work here.

01
The hook is the news, not the product
Repairability and the upcoming right to repair rules turn a pair of headphones into a story about a broader shift in electronics.
02
Price and availability come first
From 179 euros, via nokka.nl and Coolblue, from September 15: the journalist has no need to ask anything else to finish the article.
03
Pre-orders prove the demand
3,200 pre-orders in six weeks and a sold out first production run say more about the product than any claim you could make yourself.

What not to do

Most launch releases stumble on the translation from product to news. Whoever writes the release knows every specification by heart and wants to include all of them, while the editor is only looking for a reason to cover it today. That gap in perspective produces the five mistakes we see most often in product launches, and every one of them can be avoided in advance.

×
A feature list instead of a story
Specifications belong in the media kit; the release itself should center on the problem the product solves.
×
Leaving out price or availability
Without a price and a sale date, an editor cannot finish the article, and your release ends up on the pile for later.
×
Launching without visuals
Product news is visual news; without high resolution product photos, many editors drop the release immediately.
×
Relying only on your own channels
A post on your own website and social channels is not a press moment; journalists rarely write about news that is already everywhere.
×
Sending it after the sale has started
A product already on sale is no longer news to an editor; send your release well ahead of the sale date.
Write your product launch press release in 5 minutes
Presscloud's AI generator turns your launch into a press release with this structure: the hook up front, price and sale date in the lead, and quotes that add something to the story.
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FAQ

Frequently asked questions about press releases for a product launch

Answers to the most common questions. Missing something? Get in touch.

A launch release needs, at minimum, the product name, what it does and for whom, the price, the sale date and sales channels, the news hook, a quote from the founder or maker, and a boilerplate with a press contact. Add figures that prove demand too, such as pre-orders or waiting lists, since those turn an announcement into news.
Between 350 and 500 words, including the boilerplate and press contact. That leaves enough room for the hook, the core facts, and two quotes, without drifting into specifications that belong in the media kit. The example on this page stays within that range and shows how to divide the space across sections.
Well ahead of the sale date, so media can publish once the product actually becomes available. Plan for an average lead time of 5 working days between sending and publication, and add extra time for a review cycle with consumer products. Tuesday and Wednesday mornings are usually the strongest times to send.
An embargo mainly makes sense for a product launch when you want reviews and news coverage to land exactly on launch day. You give selected editors the release, and possibly a review unit, ahead of time, with an agreed publication date. For smaller launches without a review cycle, sending it out directly is usually more effective, since it needs no coordination per editor.
Launch releases sent through Presscloud are picked up most often by Bright, Tweakers, Emerce, and RTL Z, alongside trade media within the relevant product category. Trade media pick up an average of 14% of these releases, national media 2%. That second group tends to step in when a launch touches a wider theme, such as the right to repair regulation in this example.
Build a press list of journalists who cover your product category and consumer trends, and tailor the opening lines per recipient. With Presscloud you build that list based on the content of your release, send everything from one place, and see which editors open and publish your release.
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