In the film, a teenage girl grows up overnight to become the sexy and successful editor of a magazine called ‘Poise’. The action takes place in New York’s glamorous publishing world.National Magazines produced a Gillette version of ‘Poise’ magazine featuring Jenna Rink, Venus Divine editorial, movie images and competitions. This became the central platform of the communication strategy. Over one million copies of 'Poise' were bagged with issues of Cosmopolitan, Cosmo Girl and Company, while content ran across the magazines’ websites.

Asda stores carrying the ‘13 Going on 30’ promotion, experienced Venue Divine sales 51% higher than other stores, while over 20,000 women responded to the Venus Divine competitions.