While the target might help out with the washing, change nappies and cry during The Notebook, in their mind these men are still all action. When they arrived at the aisle of the garden store, they saw shelves of green generic bottles. As the results show, they just couldn't help but pick up the Weed Weapon Gun Bottle. That’s because it turned an emasculating chore into something men want to do.

Not only did the limited edition bottle sell out in a week nationwide, the sales for the entire Weed Weapon range are well above expectations. From a starting point of zero, they now have 10% market share and are the 2nd largest selling weed killer in New Zealand. Retailers’ feedback is that it’s changed perceptions of weed killers and has grown the entire category.