Key Wins

• Increased consumer awareness of Java to 89% in two years

• Redesigned venerable Java logo in compressed timeframe

• Focus group testing with developers, technology customers and consumers ensured successful outcome

• Launched new global advertising and website java.com

• Completely overhauled Java Partner program with new ingredient brand strategy, including global co-marketing effort and creation of detailed partner brand guidelines

By 2005, Java had attained an 89% recognition with consumers

A beloved tech brand goes consumer

Created in the 1990s as an alternate programming language to C++, Java became popular with developers as an object-oriented “write once and run anywhere” solution. By the early 2000s it had become standard across platforms ranging from laptops to data centers, game consoles and supercomputers. It was a core technology that made smart phones smart and games interactive. 

The digital experience opportunity

Sun saw an immense opportunity to ride the surging wave of exciting new consumer digital experiences that used Java as a core technology. The strategy was to establish Java as the standard of excellence by increasing consumer awareness and preference for Java as an essential ingredient brand. By associating Java with the best quality experience, those devices that lacked Java would be viewed as inferior.  

Creating an ingredient brand

In order to establish Java as the essential ingredient in consumers’ eyes, we had a three pronged strategy. The first was to deploy advertising and promotion campaigns to increase awareness and preference. The second was to pursue partnerships with key manufacturers to co-market and feature Java logos on their devices, packaging and in-store promotions. The third avenue was to get as many logos out into the wild as possible via a fun and engaging experience on java.com. 

Refreshing an iconic mark

In order to support the push of Java into a consumer brand, we needed to redesign the logo to be more modern and extensible in a digital environment.  

But how to change a revered logo without losing millions of passionate developers along the way? We created focus groups with developers to assess what was most memorable about the original by having participants draw the logo from memory. We also tested multiple options with developers, consumers and IT decision makers. The resulting logo was overwhelming favored across all audiences for its heroic appearance, memorability and energy. 

Creating a Java ecosystem  

Our goal was to co-brand with manufacturers of cell phone, desktop, printer, set-top boxes, copy machines, servers, storage, applications games and smart cards. We created a set of partner guidelines specifying use of in-store messaging, online presence, packaging and co-marketing activity. 
We also created a large scale advertising campaign and new website to raise awareness of Java. The website, java.com, became the hub for communicating the Java brand story to audiences as well as an easy way to distribute free Java logos and animations. 

The brand effort achieved 89% consumer awareness in two years time. As further evidence of the importance of the technology brand, Oracle stated in the press release that the acquisition of Java “is the single most important software Oracle has ever acquired.”