Hewlett-Packard Company: Expanding Possibilities campaign

Chris Amorosino

Although it was widely known and respected in the business world for its solid engineering and reliable products, Hewlett-Packard, a huge company with 121,900 employees and revenues of $42.9 billion in 1997, found itself relatively unknown to the general public.

Hewlett-Packard Company: Expanding Possibilities campaign

Chris Amorosino

OVERVIEW

Although it was widely known and respected in the business world for its solid engineering and reliable products, Hewlett-Packard, a huge company with 121,900 employees and revenues of $42.9 billion in 1997, found itself relatively unknown to the general public. Beginning in the late 1990s, Hewlett-Packard sought to expand its presence in the consumer market. To do so, the company initiated a $75 million consumer brand strategy that included an advertising campaign called "Expanding Possibilities." It was the first time in Hewlett-Packard's 60-year history that it had tried to shed its reputation...

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