Shape, a women’s health and fitness title from Mollin Publishing,
launches this week with a humorous poster and press campaign created by
It is the first UK magazine from Mollin, the US-backed publishing
venture which launched here last year.
A series of unconventional ads trade on the idea that the magazine will
help bolster women’s confidence. Two poster executions, which were art
directed by Ed Morris and written by Tom Childs, equate the benefits
gained from reading Shape to ’three and a quarter gorgeous haircuts’ or
’six and a third flirtatious encounters’.
The third execution, which will only run in the press, compares the
magazine to the confidence boost gained from a clutch of messages left
on the answering machine.
The target readership for Shape will be 25- to 35 year-old women who
have a realistic attitude towards health and beauty.
Its initial cover price will be pounds 1, rising to pounds 2.30 after
the launch issue. Its initial print run will be 150,000.
Media was planned and bought by MediaCom TMB.