In its first advertising 
push since its May 2002 merger with Compaq,
and on the heels of president Michael Capellas' departure, computer
and peripherals maker Hewlett-Packard (NYSE: HPQ) 
has unveiled a new campaign
to refocus its identity away from its printing and imaging reputation.
The ads, which seek to portray HP as a full-service computer company, will appear on television and outdoor media, in print publications and in online customer testimonials, and will include the company's new slogan: (customer) + hp = everything is possible.
The first wave of campaign ads showcases how HP has helped customers. For example, the company aided DreamWorks animators in their creation of newly engineered characters like Shrek, and worked with FedEx to assure deliveries.
"It's really seeking to position HP as a progressive technology solutions company, not just a printer company that bought a PC company, which is the current perception based on some of our market research," HP spokesperson Rebeca Robboy told the E-Commerce Times.
Compaq: MIA
The campaign, which will cost HP hundreds of millions of dollars, features
such memorable images as NASA spaceships and BMW race cars, but it does
not mention either Compaq or the US$19 billion merger that was the talk of
the tech community for more than a year.
"We've certainly made great strides with integration. This is about positioning the new HP in the marketplace," said Robboy of Compaq's absence from the campaign. "It is our first campaign for the merged company."
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