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A Real Simple campaign
Real Simple has rolled out a national POS campaign, designed to complement its television commercials, that showcases the title throughout February via branded dump bins in 50 Spar and 10 CNA outlets countrywide.
While the title's launch phase included a road show to trade with a corresponding consumer advertising campaign in the form of three television ads on prime DSTV channels over the December 2005 period, this is the brand's first step towards building an in-store brand identity across strategic distribution points.
Real Simple South Africa is licensed by Time Inc., to specialist magazine publishing company 8 Ink Media.
Publisher Sam Sneddon says: "While we are in a fortunate position to draw on the launch experience of the US title, our core focus has been on creating a local product that encompasses the iconic nature of the brand, while establishing a distinct local voice that reflects the less formal South African lifestyle."
Real Simple's US debut in March 2000 has seen the title's paid circulation more than quadruple to 1.9 million.
