Intel brings back the iconic slogan with a new “This is what Intel Inside” campaign
By ForGeeks Intel has revamped one of the most recognizable brands in technology history with a fresh interpretation of its famous “Intel Inside” slogan. At the Vision 2025 event in Las Vegas, the chipmaker announced the launch of a new global marketing campaign called “That’s the power of Intel Inside”, focusing on the impact of Intel technology on both the daily lives of users and the entire IT sector.
Returning a legendary brand with new meaning
The new campaign combines the familiar nostalgia of the 1990s with the pressing challenges of the digital age. The slogan “That’s the power of Intel Inside” is a reminder of Intel’s contribution not only to the PC, but also to transforming the world – from consumer devices to global IT infrastructures. It’s no longer just a sticker on a laptop, but a symbol of technology’s impact on society and business.
Brett Hannath, Intel’s chief marketing officer, emphasized that the campaign reflects the company’s commitment to “unlocking the potential of every employee, customer, consumer, community and partner” through its solutions. The new brand positions Intel as the bridge between personal performance and global processes.
“Intel Inside” – How it all began
The “Intel Inside” slogan originally appeared in 1991 and was a watershed moment in the history of technology marketing. Unlike other component suppliers that hid behind end-user brands, Intel was the first to go directly to the consumer. An advertising campaign with a recognizable jingle and logo helped turn the previously invisible “processor” into the main argument for choosing a computer.
This co-branding strategy encouraged PC makers to put the Intel logo on their devices, making them more recognizable and trusted by consumers. As the PC market boomed in the 1990s, Intel Inside became a powerful tool for differentiating and reinforcing the company’s leadership against competitors like AMD, Cyrix, and IBM.
Intel Inside was a powerful way to differentiate itself from competitors like AMD, Cyrix, and IBM.
Brand evolution with technology
The Intel Inside slogan has evolved along with the company itself. In the 1990s, it promoted the Pentium and Celeron processors, which became the benchmark for user experience at the time. The 2000s saw the introduction of Centrino, a platform that combined Intel’s processor, chipset, and Wi-Fi adapter to provide a complete solution and increase customer loyalty.
The company later shifted its focus to the high-performance Core i3, i5 and i7 lines, and the Intel Inside brand was used in a more supporting role. However, the logo and slogan continued to appear on millions of devices, even though it had lost its former dominance in consumer communications.
Afterward, the company shifted its focus to the Core i3, i5, and i7 performance lines, and the Intel Inside brand was used in a more supporting role.
A new focus on user experience and Intel’s role in the digital world
With campaigns over the past decade focused on usability and functionality, Intel’s core brand has become perceived as blurred – its merits lost amid overall UX improvements. The new campaign “That’s the power of Intel Inside” seeks to restore the company to its rightful place in the minds of users by emphasizing the power, versatility and scale of Intel’s impact in today’s IT world.
