In 2003, Intel launched Centrino, a platform that included a new microprocessor, an extended battery, and wireless capabilities. The company launched a multimillion dollar media effort around the new platform called “Unwired,” which urged the wired world to “Unwire.
Untangle. Unburden. Uncompromise. Unstress.” “Unwired” helped the company generate $2 billion in revenue during the first nine months of the campaign.As the PC industry slowed in the mid-2000s, Intel sought opportunities in new growth areas such as home entertainment and mobile devices. It launched two new platforms: Viiv (rhymes with “five”) aimed at home entertainment enthusiasts, and Centrino Duo mobile. In addition, the company created a $2 billion global marketing campaign to help reposition Intel from a brainy microprocessor company to a “warm and fuzzy company” that offered solutions for consumers as well. As part of the campaign, Intel’s new slogan “Leap Ahead” replaced the familiar “Intel Inside” campaign that had become synonymous with the Intel brand, and a new logo was created. In 2007, Intel created the Classmate PC—a small, kid friendly, durable, and affordable Intel processor–based computer intended for children in remote regions of the world. It was part of an initiative called Intel Learning