Hey there!

Welcome back to Pitch Point — your go-to guide for real, no-BS PR strategies. In each edition, we break down one story to show how smart comms can solve real problems, build reputation, and fuel growth.

This time, we’re talking about the popular portable multi-tool Flipper Zero and how it went from a misunderstood “hacker device” to a mainstream hit — one that’s gifted to kids, wins awards, and sells like crazy during the holidays.

Let’s get into it! ⬇️

🎙️ On the go? We’ve got you. Hit play to listen to this case instead of reading it. Perfect for your walk, commute, or coffee break.

Case: Repositioning Flipper Zero for the Mainstream

Flipper Zero was built for geeks — curious people who like to poke around in the tech that powers everyday life. A fun, open-source tool to explore radio signals, keycards, and wireless devices.

But as it blew up, so did the misconceptions.

Suddenly, Flipper was being labeled a “hacking tool” — and not in a good way. Journalists, regulators, and even some buyers started to misunderstand the product’s purpose.

The challenge?
✅ Keep the original geeky spirit
✅ But shift the public image to something more mainstream and educational

Here’s how we made it happen.

Step 1: Rewrite The Story

We reworked all messaging and press materials to clarify what Flipper Zero is — and what it isn’t.

• We focused on real use cases: learning about digital protocols, tinkering with everyday tech, and even using Flipper as a hands-on coding and hardware education tool.

• We tightened the way the product was introduced in outreach — not just calling it a “hacking multi-tool,” but explaining how it could be used by beginners, educators, and curious minds of all kinds. 

• We explained the idea behind the tool — to turn any project into a game and remind people that development should always be fun, making cybersecurity analysis accessible to people every day.

• We positioned Flipper as part of a growing movement of educational tech tools — in the same space as Arduino, Raspberry Pi, and Micro:bit.

We didn’t just go along with what the media was saying. We helped shape the story. We came up with the talking points and wording that ended up in articles because we shared them everywhere: in press kits, interviews, and emails.

This wasn’t just a press release rewrite. We made sure every email to reporters, every intro, and every piece of collateral helped broaden the story — and make it easier to “get.”

Step 2: Build Real Credibility 

Repositioning a product isn’t just about talking differently — it’s about proving the value.

• We launched an Education Program, offering 30% discounts to students and partnering with universities worldwide. We didn’t stop at discounts — we also supported teachers with Flipper devices, curriculum, and technical guidance to make Flipper part of real coursework. As a result, a Robotic Labs Manager at Princeton University is deploying Flipper Zero in more than 20 schools in Ghana.

• We secured several in-depth interviews with the Flipper design team to showcase how the design represents the open-source philosophy behind the device, what makes it futuristic yet retro, and why the dolphin Tamagotchi-style mascot needs your attention. This makes Flipper Zero not just a tool—it’s a hardware piece that people want to possess.

• We applied and won the Fast Company's Innovation By Design Award, which gives Flipper Zero credibility in tech circles and the wider world of product design.

• We regularly pitch gift guides dedicated to tech enthusiasts and hardware lovers, featuring in Christmas, Best Presets, and Black Friday lists.

• We consistently highlighted the educational value and use cases of Flipper in interviews and social campaigns — framing it as a tool that helps people learn, explore, and find vulnerabilities, not just play.

Together, these efforts helped shift Flipper Zero from a niche gadget into something bigger: a respected, well-designed tool for education, exploration, and creativity.

Step 3: Back It Up With A Review Push

Once the new positioning was in place, we got it in front of the right people.

We launched a massive review campaign, sending Flipper Zero to top-tier tech reporters and reviewers.

But we didn’t just drop a device in the mail.

• We included a step-by-step guide to help them get started

• Shared clear use cases they could test right away, from scanning dog chips and playing games to identifying insecure technology in the house and debugging hardware

• And stayed in close touch, answering every question while they explored the product

That support paid off — Flipper was featured in top outlets like The Verge, PC Mag, Gizmodo, Engadget, and others. The reviews were hands-on, honest, and accurate, helping dispel the hacker-only myth.

The Impact

Flipper Zero went from a gadget just for geeks to something way bigger. Parents started buying it for their curious kids. Teachers began using it in class. And sales took off — especially during the holidays, when it turned into a surprise hit gift.

Most importantly, the narrative shifted — because we wrote it.

The best part? It didn’t lose its original fans. It just brought a whole bunch of new ones along for the ride.

Takeaway for Founders

If your product’s story is being told wrong — retell it. 

Start with messaging. Prove it with partners. Back it up with proof.

Don’t wait for journalists to figure out your story. Show them how to tell it by giving them clear, useful messages they can trust. You don’t need to change what you built — just help people see it clearly.

Want Results Like This? Let’s Talk!

This month, we’re offering three free 30-minute PR sessions this month for founders who want to:
✅ Reposition a misunderstood product
✅ Build trust in a skeptical market
✅ Drive sales with better storytelling

Email [email protected]  or [email protected]  to grab a spot — only 1 left until August! 🚀

Thanks for Reading!

That’s it for this round of Pitch Point! Got questions or want us to cover something specific in a future edition? Just hit reply or drop us a line at [email protected].

Not into this newsletter? You can unsubscribe below. Otherwise, catch you next time!

Aleksandra from MA Family