Intel Centrino
Intel Corporation, y. 2002
Halliwill {branding, identity}, addis {agency}
Charged with signaling a revolution in processor architecture. The resulting $350+ million “Unwire.” advertising campaign was the largest and most unprecedented rollout in Intel’s history, and is credited by industry analysts in 2004 for having single handedly boosted industry wide laptop sales out of a slump.
“The campaign behind Centrino, a group of chips designed specifically for wireless computing, is ‘second only to the introduction of the Pentium’ in terms of importance for Intel. …Adjusted for time, I am just as fond of the name ‘Centrino’. Paul Otellini thought that ‘Pentium’ sounded like a toothpaste additive back in the early 1990s.” — Andy Gove, CEO Intel Corporation