Intel has hired The
Black Eyed Peas to help promote two new Intel brands being unveiled this week.
The group has been tapped to perform at Intel’s party
during the Consumer Electronics Show in Las Vegas on Thursday (Jan. 5), to help
launch two new chips, Viiv and Centrino.
Intel is in the process of a major corporate overhaul, as the
company is re-branding key components of their business.
In addition to changing the name of their widely recognized
Pentium brand, the company is also dumping the “Intel Inside” logo
for a new corporate logo, “Leap Ahead.”
The Leap Ahead concept aims to position Intel as more than just
a chipmaker for personal computers.
The company is making a major push into cell phones, DVR’s,
televisions and other devices.
Intel is the world’s leader in microprocessors, which
power computers. While Viiv will power PC’s, Centrino will be used in
low power devices and Apple products, the result of a new alliance between Apple