Well over 100,000 books are published every year in the UK*. So, how do you make one more eye-catching than all the others? Especially in the incredibly competitive crime genre? With only a limited amount of shelf space? And without expensive, free-standing units?

*Source: London Book Fair 2009

A book-mark that appears to be formed from fresh blood seemed the perfect answer. Knowing anything printed on paper or card wouldn’t be convincing enough, we collaborated with a cutting-edge design company from Japan who specialise in working with silicone. Their liquid-like product glistens and shimmers, just like the real thing.

When used to promote Chris’ books in a shop that specialises in signed, first editions, every single copy was sold.

It’s too easy to let people judge a book by just the cover. The silicone streams of blood were placed underneath the front-of-shelf copies of this gory thriller so it seemed like the pages were literally oozing blood. Just what our target audience want.