HP To Unveil New Look

SAN FRANCISCO-Hewlett-Packard will unveil its first consumer branding campaign next week, sources said. The advertising and marketing effort introduces a new company logo and will be backed by all the consumer-oriented divisions within the decentralized technology company.
Goodby, Silverstein & Partners in San Francisco created the new branding ads, which will serve as an umbrella campaign over the Palo Alto, Calif.-based company’s imaging manipulation products, such as computers, printers, scanners and digital cameras [Adweek, Aug. 18].
Unlike Goodby’s traditionally humorous ads for HP products, the new branding work is serious and laden with emotion, said sources. The print and broadcast campaign has an estimated budget of $30-50 million. It will be complemented by an estimated $25 million business-to-business image campaign from Saatchi & Saatchi’s San Francisco office, slated to break in the U.S. in February, sources said.
The Saatchi ads are expected to mirror the concepts and approach of Goodby’s consumer ads. Both campaigns will use a new tagline, “Expanding possibilities,” and are expected to run worldwide in 1998. Officials at HP and the agencies declined to comment.
Both campaigns are part of HP’s new consumer brand initiative, which is being overseen by Landor Associates, San Francisco. HP marketing executive Brian Burch has been working with Landor on the new tag, a new company logo and a unified look and feel for all HP’s consumer marketing efforts, including packaging, collateral, direct mail and point of sale materials, sources said. –with Tobi Elkin