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H-P Revealing Its New Personality In Corporate Campaign

Wall Street Journal, Thursday, March 11, 2010 10:55 AM

Hewlett-Packard is about to launch its first corporate ad campaign in more than five years -- a $40 million effort, a source estimates -- that will reintroduce it as company that does a lot more than make and sell printers, Suzanne Vranica and Justin Scheck report.

Rapper Dr. Dre, stand-up comedian Rhys Darby and photographer Annie Leibovitz are among the celebrities who will be featured in light-hearted ads starting this weekend. They carry the tagline, "Lets Do Amazing."

CMO Michael Mendenhall says public awareness has not kept up with the expansion of the company, largely through acquisition, that puts it into competition with the likes of IBM and Cisco. Glenna Patton, H-P's vp of brand strategy, cites studies that show consumers believe H-P stands for "reliability" and "quality," but say it lacks "a real differentiation in personality and distinction."

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ad campaign, electronics, technology

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