New Product Launch Press Release: 7+ Examples & Template

Launching a new product is exciting, but getting the right people to notice it? That’s where a product launch press release comes in.

It’s a formal announcement that introduces your new product to the media and public, sharing key information about your product's features, benefits, availability, and significance in a concise, newsworthy format.

Think of it as your product's first impression. A well-crafted press release helps journalists, industry analysts, and potential customers understand what makes your product stand out. When done right, it can lead to media coverage, boost credibility, and build anticipation before your product even hits the market.

But a press release does more than just spread the news. It helps you:

• Control your product's narrative from day one
• Reach journalists and media outlets who might cover your story
• Provide a go-to reference for partners, investors, and other stakeholders
• Create content that remains searchable long after launch day
• Set the tone for how your product is perceived in the market

To do all that effectively, a product launch press release needs to follow a standard format. Journalists and media outlets expect a clear structure, making it easier to find key details quickly. Sticking to this format increases your chances of getting coverage.

So that brings in the next question…

What to Include in Your Product Launch Press Release?

Headline and Summary

Start with a strong headline that tells people exactly what’s new—short, clear, and to the point. Keep it under 15 words and focus on the most interesting part of your launch.

A good rule of thumb: If someone only reads the headline, they should already have a basic idea of what your press release is about.

Right below that, the summary gives a quick snapshot of the announcement. It should be one to three sentences that highlight key details without repeating the headline.

Example:

Leading Paragraph

Start with your location and date—formatted as [City, State] – [Date], then jump right into the news. 

Your lead paragraph should answer the key questions: what's launching, who's launching it, when and where is it available, and why it matters. Make this paragraph strong enough to stand on its own – many people won't read past it.

Example:

P.S. Adding a visual is always a nice touch—it helps bring the announcement to life!

Body

Now it’s time to get into the details. This is where you explain what makes your product worth paying attention to.

Yes, you might think listing all the specs is going to impress people, but that’s not really what grabs their interest. What matters is what problem does it solve? How does it make things easier, better, or more convenient?

Here’s what to cover:

• Key features and benefits – What makes this product different from what’s already out there?
• How it works – Give a quick overview of how users will interact with it.
• Pricing and availability – When and where can people get it? If you’re rolling it out in phases or launching in specific markets first, mention that. Any special launch offers? Make that clear too.
• Supporting quotes – A quick statement from a company exec or product lead adds credibility.
• Multimedia elements – Images, videos, or infographics help people see what you’re talking about.

Going back to the Prepayster.com example, their press release covers all these elements in a way that’s clear and to the point. It highlights the key features of their prepaid card platform, explains who it’s for and how it works, and includes quotes that reinforce why it matters. It even backs up its claims with industry stats, making the announcement feel more grounded.

Boilerplate and Contact Information

Before wrapping things up, there’s one last piece to include—your company details and contact information. This is where you let people know who you are and how they can get in touch if they want more info.

A boilerplate is a quick summary of your company. It’s not meant to be a deep dive into your history—just a short paragraph that tells people what your business does and what makes it relevant. It’s the same across all your press releases, so once you have it written, you can reuse it.

Right after that, include a media contact. This is where journalists, bloggers, and industry professionals will look if they want to ask follow-up questions or get more information. Keep it straightforward: name, role, email, and website. If you have a press contact who handles media requests, list them here.

Example:

With that, your press release is complete and ready to go. Now, let’s look at some real examples to see how all these elements come together.

Examples of Effective Product Launch Press Releases

Standard Product Launch

White Swan's press release for their AI insurance platform stands out as a solid example of a straightforward product launch. They stick to announcing one core product and did it effectively.

The press release works because it:

• States exactly what the product is (an AI-powered insurance platform) right in the headline
• Front-loads the most compelling detail - it's a no-code platform that makes insurance sales easier
• Backs up their claims with specific numbers and industry stats
• Uses quotes strategically to explain why this matters for insurance professionals

What makes this particularly effective is how they focus on solving a clear problem: making insurance sales less complicated. Rather than getting lost in technical details, they keep the focus on what matters to their target audience.

Multiple Product Launches

Announcing multiple products at once can get overwhelming, but FrenchieBling’s press release handles it well by keeping the focus on a single, cohesive theme: matching fashion for pets and owners.

Instead of listing every item separately, they introduce the entire collection in a structured way that makes it easy to digest.

The press release works because it:

• Groups related products together instead of describing each piece
• Leads with the main concept (matching sets) before diving into details
• Uses clear categories to organize different product types
• Keeps pricing and availability information simple despite having many items

Looking at how they handled multiple products in one announcement, you can see why journalists would find this easy to cover - all the essential information is there, but it's not overwhelming.

Product Improvements and Updates

The Packy App's press release shows how to announce a major product update in a way that catches attention. Instead of just listing new features, they focus on how their improvements solve a real pain point in package tracking.

The press release works because it:

• Highlights a specific, impressive number (800 global carriers) that proves their growth
• Explains the improvement's direct benefit - their smart system now tracks packages at every stage
• Positions the update as a response to customer needs
• Keeps technical details simple while emphasizing practical benefits

They've turned what could have been a routine update announcement into a story about making package tracking better for users. It's a great example of how to make product improvements sound newsworthy.

Regional and Market-Specific Launches

The chess store's press release shows how to announce a local business going global with their handmade chess sets. It's a good example of turning a regional expansion into an interesting story.

The press release works because it:

• Tells a clear story of local craftsmanship reaching a global audience
• Focuses on what makes their products special (handmade pieces)
• Explains how they're making the transition from local to global sales
• Maintains their local identity while announcing their worldwide reach

They've managed to capture both angles - staying true to their local roots while announcing their expansion to new markets. This approach helps them stand out in a global marketplace while keeping their original appeal.

Partnership and Technology-Enabled Launches

The DXRacer and Black Desert gaming chair press release is a solid example of how to announce a product collaboration. They've turned a partnership launch into something that appeals to both brands' fans.

The press release works because it:

• Combines both brands' strengths (DXRacer's chair expertise and Black Desert's gaming popularity)
• Makes it clear this is a limited edition, creating urgency
• Shows how the collaboration benefits both gaming communities
• Includes specific details about where and when fans can get the chair

They've created excitement around a special edition product while giving both companies equal spotlight. It's a smart way to handle a partnership announcement without favoring one brand over the other.

Event and Conference Launches

LiberLive’s smart guitar launch at CES 2025 is a great example of how to tie a product announcement to a major industry event.

CES is known for showcasing game-changing technology, and by positioning their stringless guitar within this event, they increase their chances of media coverage. The timing and association with CES add credibility, making this a much stronger announcement than if they had launched it in isolation.

The press release works because it:

• Leverages CES’s reputation to boost the product’s credibility
• Highlights why their product is groundbreaking for the music industry
• Times the announcement to match the event’s news cycle, maximizing visibility
• Engages a tech-focused audience to showcase their innovation

By using CES as a launch platform, LiberLive connects their product with larger industry discussions and positions it as part of the next wave of music technology.

Seasonal Product Launch

The Rose of Sharon's Valentine's Day collection press release demonstrates how to launch products tied to a specific season or holiday. They've turned a traditional flower shop announcement into something special.

The press release works because it:

• Times the announcement well before Valentine's Day
• Presents both products and experiences for the holiday
• Makes ordering and availability information crystal clear
• Shows they understand what customers want for this specific occasion

They've gone beyond just listing Valentine's arrangements by creating a complete seasonal offering. The press release gives media outlets plenty of time to include their collection in Valentine's Day gift guides and coverage.

Large-Scale Product Rollouts

When launching a large-scale product update—especially one with multiple new features—the challenge is keeping the announcement structured and digestible. SurgeGraph’s press release introducing Vertex with Humanizer Technology does a great job of organizing a feature-packed rollout while keeping the focus clear.

The press release works because it:

• Prioritizes the most impactful feature first, ensuring readers immediately understand what sets this update apart.
• Uses clear subheadings and structured sections to break down multiple features without overwhelming the reader.
• Includes supporting context on why these updates matter, tying them back to user needs and industry trends.
• Includes enough technical detail to interest industry experts without confusing general readers

With large-scale rollouts, it’s easy to lose the reader in a sea of technical details. This press release avoids that by keeping the structure clean, making each feature feel intentional rather than just another bullet point in a long list. By focusing on user benefits and maintaining a logical flow, it ensures the announcement remains engaging from start to finish.

Product Launch Press Release Template

After looking at these real-world examples, you might be wondering how to structure your own product launch press release. To help you get started, I've created a template you can customize for your specific launch scenario.

The template you've included provides a solid framework that incorporates all the key elements we've discussed:

• A clear headline formula
• A concise summary paragraph
• A properly formatted dateline and lead paragraph
• Sections for features, benefits, and availability
• Placeholders for executive quotes
• Contact information and boilerplate

This template works well because it's adaptable to any of the launch scenarios we explored earlier. Whether you're announcing a single product, multiple items, an improvement, or a partnership, you can adjust the framework to fit your needs.

Wrapping It Up

Now that you've seen both the structure and real examples of effective product launch press releases, you're ready to create your own. Remember that the most successful announcements focus on benefits, not just features—they tell readers why your product matters, not just what it does.

Start with the template, but don't be afraid to customize it based on your specific launch situation. Study the examples that match your scenario most closely, and adapt their strategies to your announcement.

What separates good press releases from great ones is how well they tell your product's story. Be clear, be concise, and most importantly, show readers why they should care about what you're launching.

Want to see more examples? Check out our collection of press release examples for various occasions and purposes.