The campaign is to feature men who are so engrossed in reading the title that they can not put it down.
The campaign, which breaks later this month ahead of the title's January 22 newsstand debut, will comprise national television ads as well as print and PR, with 1m copies being given away for free.
The magazine will compete with Emap's rival new title Zoo Weekly, which is also being launched with an £8m marketing budget. Emap has hired Frank PR to handle the launch, slated for the end of the month.
Both titles are looking to capture a readership of 18- to 34-year-old men and are betting on the standard lad-mag ingredients to do the job, namely sex, semi-naked women and football.
Nuts is edited by Phil Hilton, who was previously editor of Men's Health and launch editor of IPC's defunct men's title Later. Derek Harbison, a former editor of Loaded, joins from Haymarket's customer division where he was editor-in-chief of motoring titles, as deputy editor. Zoo Weekly is being edited by Paul Merrill, former editor of the women's real-life weekly Chat.
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