Intel launches branding campaign

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Santa Clara, Calif.—Intel Corp. Monday announced it has launched an integrated branding campaign, called “Multiply,” to promote its Core 2 Duo processor.

The campaign, created by McCann Worldgroup, New York, will include broadcast and cable TV, print, online and outdoor. Print, TV and online ads debut this month; outdoor ads are due in October. The ads will run through the holiday season.

Intel said the campaign is its most significant marketing effort is size and scope since it launched Intel Centrino mobile technology in March 2003. While she would not cite a precise spending figure, Agnes Kwan, an Intel spokeswoman, said, “We’re investing hundreds of millions in the Intel Core 2 Duo brand-building from now until the end of the year.”

—Carol Krol

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