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Sun Launches Consumer Campaign

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SAN FRANCISCO Sun Microsystems breaks a new outdoor campaign today to launch its revamped Java logo, the first step in an estimated $20 million consumer campaign.

The launch coincides with the JavaOne developers' conference in San Francisco this week. But the point of the campaign, which will expand in August and September to include print and possibly television, is to educate consumers about the Sun-developed Java technology, said Ingrid van der Hoogen, senior director of Java marketing for Sun. "We want to build consumer recognition and demand in the next generation of products," she said.

Sun's agency, J. Walter Thompson in San Francisco, created the ads. Half of Sun's annual ad budget is going to the consumer branding effort, van der Hoogen said. The client spent almost $40 million on ads last year, according to Nielsen Monitor-Plus.

JWT offices in Singapore, London and Tokyo are being asked for creative input for the consumer campaign this summer, van der Hoogen said.

The outdoor ads will feature Sun's new Java logo, a more streamlined version of the familiar hot cup of coffee, in connection with Sun's business partners. For example, a McLaren race car embossed with the Java logo will be featured in one execution.

The campaign aims to show that Java technology has moved beyond computers and workstations and is also included in smart cards and mobile phones, the client said.