In 1972, Cleo Magazine earned notoriety as the only so-called ‘women’s’ magazine to feature a Playboy-style male centrefold.

Each year, Cleo also publishes the ‘Australia’s 50 Most Eligible Bachelors’ edition, an event which draws multi-media editorial coverage nationwide.

To launch the ‘Perfectly Cut’ campaign, John West ‘hijacked’ the edition, featuring its well-muscled fishermen as that month’s double-sided male centrefold. Furthermore, the centrefold was deliberately positioned right in the middle of the 50 bachelor profiles.

The campaign only launched mid-March 2010, so tracking figures and sales results are yet to come in.

That said, the centrefold in Cleo Magazine’s ‘Australia’s 50 Most Eligible Bachelors’ issue was a hot topic on ‘Mornings With Kerri Anne’, one of the highest rating daytime TV chat programmes with women in our primary target demographic.

Traffic to the website, where people can vote for their favourite John West Fisherman and download shots of the fishermen as wallpapers, has also been very brisk.