Wolverine makes imprint in 'Maxim'

Placement: Maxim, March 2006

Placement: Maxim, March 2006

Who is your client and what are its media goals?
Anne Merchich:
Our client is Wolverine, which designs and manufacturers rugged outdoor and work footwear and apparel. The company wanted to transition from being seen primarily as a work brand to more of a head-to-toe lifestyle brand for those who both work and play hard. We looked to men's publications to deliver that message.

Why did you decide to target Maxim? How did you get the editors' attention?
Maxim was really important because with a circulation of 2.5 million, it's the largest publication that reaches Wolverine's target young male audience. But it took a lot of persistence to get their attention. We began by sending several Maxim editors a "Survival" media kit that included a T-shirt with Wolverine's tag line "Relentless by Nature." We then followed up with several e-mails and phone calls until one Maxim editor asked for footwear for possible use in the magazine.

Wolverine is best-known in the work/outdoor market. Did you have to tweak your pitch at all for Maxim's audience?
We didn't play up the comfort/technology angle as much as we would for, say, an outdoor magazine. But the real key for us was being very responsive. We got several samples to them quickly, including Wolverine's Glacier Hiker, which Maxim photographed and featured in its "100 Essentials Guide" on The Great Outdoors page.

What was the impact of the hit?
Not only was Wolverine's Glacier Hiker included in the March print edition, the company was also featured on Maxim's Web site. The client was thrilled because it was its first outdoor footwear hit in a high-profile men's lifestyle outlet; it plans to incorporate the message "As seen in Maxim" next to the Glacier Hiker on its Web site.

Name: Anne Merchich, account executive, Laughlin/Constable (Milwaukee)

Placement: Maxim, March 2006

Pitch timeline: Five months

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