Key Wins

• Launched Sun Fire servers to support Solaris, Linux and Microsoft Windows. 

• Repositioned Sun as a strong alternative to less expensive options

• Galvanized internal teams with launch announcement

Confident brand voice reaches broader, cost-conscious audience

Beyond the dot-com bubble

After enjoying years of success selling technical workstations and servers to fuel the dot-com revolution, Sun was caught in the downturn of 2000. Hardware sales slumped. Sun needed a new brand positioning to win against competitors’ cheaper servers and alert cost-conscious buyers to new offerings from Sun. 

Launching a radical campaign idea

The campaign positioned Sun as a smart inexpensive buy, while retaining much of the confident swagger and tone the brand was known for. In support of the campaign, an internal campaign targeted Sun employees with key customer wins, key team wins and new innovative technology.