To create buzz, four different bug brochures were distributed at the NY auto show. A TV campaign was later launched to further introduce the species to the public. Wanting to infest areas people worked and lived, we unleashed an outdoor campaign including billboards, wall/storescapes, wild postings, taxi-toppers and bar danglers. Newspapers and magazines continued to educate people about the new species. Eventually, an 18-city species tour was launched. An actual Wrangler was placed in a large jar so people could get a closer look.

More Wrangler Unlimiteds were sold in the first four months than any other four month period in the history of Wranglers. Wrangler Unlimited outsold the entire line of Chrysler brand vehicles in September and October of 2006. The campaign is the most successful vehicle launch the Jeep brand has ever experienced.