Hewlett-Packard Co. unleashed a $125 million integrated
ad campaign to bolster
its share of the market for color printers.
H-P said it will spend $25 million more than it
spent in the past year on printer advertising, and will focus on radio, the
Internet and print ads in major newspapers such as the New York
Times. The ads
will tout H-P’s “Expanding Possibilities” theme.
Palo Alto, CA-based H-P is battling to keep its lead in different areas of the
printer market. Rivals such as Xerox Corp. have been unveiling new products to
try to eat into the $3.8 billion U.S. market for color ink-jet printers, Bloomberg News said.
In the Internet campaign, Web sites from America Online Inc. to ESPN to
Dilbert.com will load into a user’s browser in black and white, then wipe to
color. The U.S. portion of the campaign begins Thursday with newspaper ads and
radio spots. Internet ads will appear in November and December, H-P said.