Compaq's Sting Ad Slammed by Wall Street

Computergram International, August 13, 1999

Compaq Computer Corp's plan to launch a new advertising campaign using Sting's "Brand New Day" single didn't go down too well with some sections of Wall Street. Compaq told the street that Sting "maps directly to our brand values as a company. He's gutsy. He's confident. He's been in the market for a long time." Merrill Lynch & Co says: "Although we haven't heard the song, we think it's safe to say this is terrible advertising.

What's the differentiated message? Why will I do business with Compaq instead of IBM or HP? Because Compaq has an exclusive with Sting?" The campaign was apparently in the works before new CEO Michael Capellas took over. "Too bad he didn't kill this idea," says the brokerage.