Penguin and Indigo see (RED)

December 1, 2010 by · 3 Comments 

December 1 is World AIDS Day, and to mark the occasion, the country’s largest bookseller has teamed up with one of the world’s most recognizable publishers to promote a new line of classic novels that will help battle HIV/AIDS in Africa. Indigo Books and Music has signed on to sell special (RED) editions of 16 Penguin Classics titles. Fifty percent of profits from the (RED) editions will go directly to the Global Fund to eliminate AIDS in Africa.

The special (RED) editions have been repackaged with newly commissioned cover art. The traditional black has been replaced with red, and the covers employ words and phrases taken from the books.

Indigo CEO Heather Reisman is quoted in a press release from Penguin Canada:

Penguin Classics have captured the imagination of millions of readers around the world for generations, transforming the way people think, feel, and read forever. The message of this campaign is that these great books still have power to change lives – and, literally, to save lives.

The sixteen titles in the campaign are:

  • Anna Karenina by Leo Tolstoy
  • Dracula by Bram Stoker
  • Great Expectations by Charles Dickens
  • The House of Mirth by Edith Wharton
  • Kidnapped by Robert Louis Stevenson
  • The Lady with a Little Dog and Other Stories by Anton Chekhov
  • Little Women by Louisa May Alcott
  • Notes from Underground by Fyodor Dostoevsky
  • The Secret Agent by Joseph Conrad
  • Sentimental Education by Gustave Flaubert
  • Silas Marner by George Eliot
  • Sons and Lovers by D.H. Lawrence
  • Thérèse Raquin by Emile Zola
  • The Turn of the Screw by Henry James
  • Vanity Fair by William Makepeace Thackerey
  • Wuthering Heights by Emily Brontë

Indigo has an exclusive licence to sell these titles until January 31, 2011. After that, the special editions will be rolled out to the trade, according to Yvonne Hunter, vice president, publicity and marketing at Penguin Canada.

Comments

3 Responses to “Penguin and Indigo see (RED)”
  1. A good idea, but you’d think Penguin was running out of colours: they already released a series of “Red Classics” in 2006. They were rebranded classics with more contemporary covers. My Briggs War and Peace calls itself a Red Classic – though I notice the paperback is billed as a “pocket classic”. Guess they needed the colour back?

  2. Charlotte — RED is the campaign brand/colour for the corporate effort to stamp out AIDS in Africa through consumerism…

  3. Yes, I did catch that. :) I’m just amused that Penguin disappeared their previous Red Classics line in order to do this one.