Radware Tries Heroic Approach With Alteon Campaign
A superhero comic and online cartoon are the centerpieces of a new campaign from networking and security application provider Radware to relaunch the Alteon brand.
The effort began in November with an online promotion, and will be followed up starting this month with a direct mail campaign distributing the comic books.
Radware acquired Alteon from Nortel in March, noted Christine D. Aruza, vice president of corporate marketing for Radware.
“The brand was in need of refreshing, and lent itself to the idea of a hero returning,” said Arzua, hence the “Alteon is Back” campaign. “The previous owner had used a superhero motif in past promotions, so there was an opportunity to update that.”
The sales cycle for the Alteon product is typically six to eight months. Price depends on the installation
