| Titre | Always Read The Label |
| Agence | Mustoes |
| Campagne | Always Read The Label |
| Annonceur | Penguin Books |
| Marque | Penguin |
| Mise en ligne | Juillet 2000 |
| Produit | Corporate |
| Secteur d'activité | Journaux, magazines, livres |
| Synopsis | The ad is very minimalist in its art-direction deploying just two visual elements off a white backgound. The headline makes the point that the Penguin imprint serves as a guarantee of quality in choosing a book. The manner in which only half the logo appears is testament to both the boldness of the ad's execution and the recognizability of the Penguin device. |
| Philosophie | The task entrusted to Mustoe Merriman Herring Levy was to position Penguin as a purveyor of distinction, innovation and entertainment. The brand strategy for the advertising was to 'claim ownership of language and reading'. |
| Problème | Penguin Books is the leading publisher in the UK. To an extent, however, it had become a victim of its own success. The logo is so familiar, the famous old orange spines so prevalent that book buying consumers had begun to perceive Penguin as an old-fashioned brand. Penguin needed to move away from such school-room associations and create a public image more in keeping with its cutting-edge publishing output. |
| Type de média | Presse magazine |
| Marché | Royaume-Uni |
| Directeur de création | John Merriman |
| Concepteur / rédacteur | Simon Hipwell |
| Directeur artistique | Dean Hunt |
| Maison de production | MMHL |
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