Mills & Boon hits on Taylor Herring for rebrand to tempt romance readers

Mills & Boon to rebrand in 2018

Mills & Boon has been generating steamy romantic literature for an estimable 110 years. Now brand comms agency Taylor Herring has been appointed to polish up the publisher for a new audience.

The publisher reports a book sale every four seconds across the globe, racking up 300,000-unit sales a month in the UK.

Following a four-way pitch, Taylor Herring won the heart of Mills & Boon owner HarperCollins with “ideas that we feel confident will appeal to romantic fiction fans who are not already Mills & Boon readers as well as our loyal fan base”.

Peter Mountstevens, managing partner of Taylor Herring, said that the rebrand will hone in on Mills & Boon’s rich heritage and will tout the brand as “one of the biggest publishing success stories of the last 100 years”.

The new look will arrive in January 2018, with the help of design studio Pentagram, based on insights from Blinc.

Lisa Milton, Mills & Boon executive publisher, said: “Mills & Boon is an iconic brand. It felt like a hidden gem. With the HarperCollins acquisition the time was right to invest. Our consumer insight with Blinc told us what we expected – hoped – that readers love our books, but they didn’t feel comfortable with the packaging.

“We needed to make Mills & Boon relevant for today’s romance readers. To help us find the best way to do so, we’ve worked with Pentagram… to find a new look that we think fits into the 21st century.”

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John McCarthy

John is an entertainment marketing reporter at The Drum. He writes about the amazing marketing stories coming from the movie, TV, music and video game industries. He's also the hunt for the weirder trends in marketing and advertising.

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