Penguin revamps Classics portfolio

Penguin Classics
Penguin Classics

LONDON - Book publisher Penguin is overhauling its Classics titles to bolster their appeal to contemporary audiences.

Creative agency Figtree has been briefed to reposition the Penguin Classics range to make it accessible to younger readers.

The agency has already created an ad campaign for novelist Peter Ackroyd's retelling of Geoffrey Chaucer's The Canterbury Tales. The work is aimed at giving  the book a ‘fresh and fun' feel to persuade people to consider the relevance of classic titles as a whole.

The ‘raunchy' campaign takes a ‘road trip' theme, describing The Canterbury Tales as a 60-mile pilgrimage from London to Canterbury. The strapline reads: ‘28 people, 25 stories, 60 miles, lots and lots of banter, booze and bawdiness. The Canterbury Tales, retold for our time.' 

Ads will be rolled out later this month in the national press, including The Times, The Guardian and Daily Telegraph.

Penguin Press marketing manager Natalie Ramm said the publisher wants to refresh its communications approach.

The repositioning of the Penguin Classics brand follows Oxford University Press' decision to rebrand the 700-plus titles in its Oxford World Classics range. It redesigned the books' covers to give them a ‘fresh, clean and inviting' look intended to appeal to a wider range of readers.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug