Penguin Books | Penguin on Vinyl
Product Innovation
Penguin's D&AD New Blood brief asked for brand merch that would appeal to Gen Z. I suggested LPs that they'll likely never listen to.
Penguin's D&AD New Blood brief asked for brand merch that would appeal to Gen Z. I suggested LPs that they'll likely never listen to.
Ask
Background
Problem
Insight
In another physical turned digital category, Gen Z's leading a nostalgia-steeped trend with the resurgence of vinyl sales. 27% more likely to purchase vinyl than the average listener, their favorite artists top vinyl sales charts (Taylor Swift, Harry Styles, and Olivia Rodrigo), while only 50% of those buying records actually own record players.
Strategy
Idea
In-sleeve QR code provides access to a digital copy of the audiobook.
Limiting quantities makes these collector’s pieces all the more covetable.
Beginning with a series that's known for its collectible memorabilia.
Branded turntables, headphones, and speakers that double as bookends can enhance the listening and/or display experience.
The Team
Erica Mendel (CW), Nina Stitt (CW), Grace Hudson (AD), Nica Mendoza (XD)