HP knows people have grown to hate printers. It even knows that people hate HP printers. But based on a new marketing campaign the company launched, HP is OK with that—so long as it can convince people that there are worse options out there.
The marketing campaign hitting parts of Europe aims to present HP as real and empathetic. The tagline “Made to be less hated” seems to acknowledge people’s frustration with printers. But HP’s a top proponent of the exact sort of money-grabbing, disruptive practices that have turned people against printers.↫ Scharon Harding at Ars Technica
I need to print something maybe a few times a year, and I still hate dealing with my printer more than any other tech item in my house. Everything about them is bad, and no cutesy marketing campaign centrered on them being bad is going to change that.