Iconic 'Intel Inside' Slogan Makes a Return to Boost Intel's Branding

April 10, 2025 | 10:49 am

INTEL strengthens its branding by reviving the iconic slogan 'Intel Inside.' This change reflects its evolving role in the global technology landscape. On April 4, 2025, Techspot reported that at the Intel Vision event in Las Vegas, Intel launched its refreshed brand identity with the slogan, "That's the power of Intel Inside".

The return of 'Intel Inside' also serves as an effort to assert Intel's current presence. Intel's Chief Marketing Officer, Brett Hannath, stated that this new branding encompasses the company's efforts to unlock potential at all levels, including employees, customers, and partners. Hannath stated that Intel's innovation empowers individuals with global influence.

A History of 'Intel Inside'

The Intel Inside campaign was first launched in 1991. At that time, the campaign marked a turning point in technology marketing, shifting the focus from system designers to direct engagement with consumers.

The Intel Inside campaign changed the dynamics by making the processor, which was previously unseen by most consumers, a key selling point for PCs. Memorable advertisements, ubiquitous stickers on devices, and a catchy five-note jingle played a significant role.

Moreover, this co-branding strategy increased Intel's visibility and cultivated trust among consumers, as PC makers prominently displayed the Intel Inside logo in their products. As the PC market grew throughout the 1990s, this campaign helped Intel dominate its competitors like AMD and Cyrix.

With technological advancements and shifting market priorities, Intel Inside gradually evolved. Initially, the campaign promoted the Pentium and Celeron CPUs, defining the user experience during the 1990s. In the early 2000s, Intel introduced the Centrino platform, a combination of CPU, chipset, and wireless network adapter designed to enhance the user experience through seamless integration.

Intel Inside was gradually overshadowed by other aspects of the brand strategy emphasizing user experience over corporate identity. The 'That's the power of Intel Inside' campaign seeks to refocus the Intel brand while directly linking it with the modern IT landscape.

Intel Expands Portfolio

At the 2025 Mobile World Congress (MWC), Intel expanded its commercial PC AI portfolio by releasing the Intel Core Ultra 200U, 200H, 200HX, and 200S series processors, along with the Intel Core Ultra 200V series. "The year 2025 is an important year for PC renewal, and with the Intel Core Ultra (Series 2) processors," stated David Feng, Vice President for Client Computing Group and General Manager for Client Segments at Intel, as quoted on Thursday, March 6, 2025, from Antara.

Editor's Choice: Intel Core Ultra Series 2 Launched at MWC 2025

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