EMI targets Virgin with Hot Hits brand

EMI is taking on Virgin’s The Best Album In The World… Ever brand with the launch of a CD compilation series in Asda stores. Cover design and logo for the 12 double albums is by Acrobatix.

The series, The Hot Hits Collection, hit the shelves last week. It includes albums devoted to Celtic, love and Eighties songs.

“We wanted to give the albums a TV look to lend them credibility. We used strong, simple imagery to target our audience of 25- to 44-year-old occasional music buyers with female bias,” says Acrobatix senior designer Mark Thornicroft.

The contract follows a deal for Acrobatix to create a new look for HMV’s 150-strong Classics CD range (DW 25 July).