• Brandweek, Tuesday, June 19, 2007 10:30 AM

Fruit of the Loom will be the only sponsor in Life & Style's June 22 edition, the title's first single-advertiser issue. The underwear maker will use its free hand to boost its image with young women and promote its Fit For Me and Fresh Collection lines.

"They see this as a perfect fit for their brand, and the idea of taking over a whole issue makes it impactful," says Ian Scott, president of advertising sales for the magazine's parent, Bauer. Apart from pages and advertorials, Fruit of the Loom will also supply a contest prize and sponsor the mag's Fashion Awards spread, a feature that names the best-dressed celebrities.

Editor Mark Pasetsky says that feature is still editorial-driven and the sponsorship: "It's not on the stars; it's on the bottom of the spread," he said. The issue will stick to an 80-20 edit-to-ad ratio and the buy encompasses 16 ad pages.

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