In order to support the second part of its 2010-2011 commercial campaign, the Modì Europa Consortium has identified as preferred target for the communication of its brand the readers of the weekly magazine “D la Repubblica delle Donne” and of the monthly “Velvet”: a contemporary and informal audience between 25 and 50 years of age is the ideal consumer of the apple with perfect balance, the apple in which contrasts find their harmony.

In 2010 a survey on the European market allowed redefining the product identity. The communication agency Leo Burnett has been entrusted with the design of a new brand. Within the framework of the promo-commercial plan developed by the Modì Europa Consortium, the second part of the commercial season is focused on consumer press as privileged media.
For this reason, two periodicals have been chosen, namely “D” di Repubblica and “Velvet”, due to their constant growing trend over the last period, thanks to a regular distribution all over the Italian territory and to the support of the first Italian information daily newspaper.

Four full-page issues on the weekly supplement of Repubblica, “D”, have been planned on 22nd and 29th January, 19th and 26th February. A Full-page ad will be published on Velvet on the occasion of its free distribution with the daily newspaper La Repubblica (600,000 copies in just one day) for the presentation of its graphic restyling.
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