Challenge
Launch IPC Media's new weekly men's magazine, Nuts and communicate clearly that it's available every week on a Thursday.
Insight
Nuts is a fast, ‘inhalable' mix of entertainment aimed at the heart of young men's interests - girls, football, games, movies, amazing pictures, bizarre facts, trivia and funny stuff. It's so absorbing that it's impossible to put down, no matter what's happening around you.
Idea
Women. Don't expect any help on a Thursday.
Entertainment Works
Launched at the same time as Zoo magazine, our campaign helped Nuts magazine outsell Zoo 2 to 1. Nuts went on to become the number one selling men's lifestyle magazine in the UK, accounting for over 50% of all men's magazines sold on UK newsstands.
