| Başlık | Always Read The Label |
| Haftanın | Mustoes |
| Kampanya | Always Read The Label |
| Reklamcı | Penguin Books |
| Marka | Penguin |
| Posted | Haziran 2000 |
| Ürün | Corporate |
| Sektör | Newspapers, Magazines, Books |
| hikaye | 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. |
| felsefe | 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'. |
| Sorun | 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. |
| Medya Türü | Magazine |
| Market | United Kingdom |
| Yaratıcı Yönetmen | John Merriman |
| Reklam Yazarı | Simon Hipwell |
| Sanat Yönetmeni | Dean Hunt |
| Prodüksiyon Şirketi | MMHL |
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