The idea was to do the handout as a sandpaper packet. The outside package was made to resemble actual sandpaper packets found in hardware stores. Even the specs and graphs were mimicked. Inside were three grades of sandpaper. Printed with special inks, each sheet told the story how Toyota worked side by side with actual truckers before designing the perfect pickup. The stories that affected the more heavy-duty aspects were placed on the coarsest grade of sandpaper. The ones that were more about refinement went on the finer grade sandpaper.

The results were better than expected. The Tundra launch created a huge buzz. The piece was written about in automotive web blogs and magazine columns. It stands out against every other brochure typically given out at automotive and trade shows as this type of printing had never been done before. The piece was a huge hit. People actually called Toyota and asked to have the pieces mailed to them.