Adweek’s mag of the year seeks its roots


Speaking of Maxim (which is something I continue to say I won’t do), in what has to be the most unusual magazine brand extension strategy ever, the magazine is partnering with Just for Men to launch a “randy” new line of hair coloring products, Maxim Magazine Haircolor. No, really.

My favorite color is “bleach blond.”

Check out this oh-so-hip and relevant ad copy:

Well, we hope you’re sitting down, because we’ve got something new for you…. Maxim Magazine Hair Color. We’ve teamed up with Just For Men® to launch the first Haircare line of it’s kind exclusively for men. Make a change with a new look to score some new lovely ladies. Whether you want highlights, tips, or all over color, we put you in the driver’s seat and give you full control.

And it’s quick and easy, so it won’t take much time away from those things that you really enjoy like all those new Xbox and PS2 games.

We’ve also got some of the best Maxim “how to” tips we’ll make sure you get into clubs, get the girl, and get out of the speeding ticket all with your hot new look.

It’s on sale now – so get ahead of the curve and go directly to the men’s grooming section of your favorite drug stores, food and mass Merchandiser stores. Buy now, you won’t be disappointed!