Key Takeaways
- 68% of consumers associate McAfee mainly with antivirus protection, according to recent company research.
- The brand’s new campaign, created with R/GA, pivots McAfee’s message to emphasize comprehensive protection beyond antivirus.
- A 2025 Pew survey reports 79% of Americans see online scams and attacks as a 'major problem.'
Recent market research from McAfee found that 68% of consumers associate the software company with antivirus protection.
While that is a service McAfee provides, the cybersecurity firm also offers a wide range of products—from scam detection to dark web monitoring. But far fewer consumers were aware of those.
“We’ve been around for almost 40 years [and] we win on trust in every part of our brand tracker,” CMO Stephanie Fried told ADWEEK. “The downside is that we’re known for what we’ve done from a heritage perspective.”
McAfee aims to fix that with a rebrand that debuts today (Sept. 29).
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