Intel is enjoying a much-needed jolt of adrenaline right now. New CEO Lip-Bu Tan arrived on the scene with a fresh vision and a message emphasizing what is arguably one of Intel’s greatest assets: its engineering talent. Now the company is launching a rebrand with a “our genius helps you amplify your genius” message in the form of its Superpower ad. Although reviewing advertising is not normally our line of work, we can’t help but note that Superpower gives the viewer a nice little kick of inspiration. It doesn’t hurt to have a reminder that we’re capable of ingenuity, and the emphasis on people feels right in the moment.
The tagline powering Intel’s brand refresh is "That’s the power of Intel Inside." Unless you’ve been living under a rock (but especially if you watched TV in the ‘90s), you’ll recognize the line as a nod to the Intel Inside campaign. The new take hinges on the idea that “Intel ignites the greatness within,” according to Intel CMO Brett Hannath.
What’s not clear yet is how much effort (and, importantly, money) Intel will put into its brand refresh. Intel dialed back its Intel Inside marketing efforts several years ago, when it curtailed a program of matching OEM’s advertising dollars. Those deals could sometimes see OEMs getting $10 added to every $1 they spent. Will Intel start rolling out the advertising matches in a big way? Or is this more of a brand touch-up than a brand refresh? Intel is flooding the zone with news from its Intel Vision 2025 event in Las Vegas, so we’ll have to see if "That’s the power of Intel Inside" gets much love down the road.
Intel Vision 2025
Intel Vision 2025 Credit: Intel
Speaking of Intel’s new look, Lip-Bu Tan took the stage at Intel Vision 2025 to promote his vision for the company. While focusing on the company’s engineering roots and working on the culture are on his list, Lip-Bu Tan also focused on Intel’s customers. “We will listen closely and act on your input,” the CEO said at the Intel Vision 2025 keynote. “Most importantly, we will create products that solve your problems and drive your success.”
One of those products is nearing mass production. With the 18A node hitting the risk production milestone, Intel appears on track to ramp up production in the second half of 2025 and deliver Panther Lake SoCs in 2026. The success of 18A seems likely to impact the future of Intel’s foundry business.