McAfee Has Launched a Brand Identity Update
The security firm is shifting its marketing strategy to emphasize broader digital protection over heritage software.
Updated on Sept. 29, 2026 in Cybersecurity
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McAfee has debuted a corporate rebrand and a new product experience intended to move its market perception beyond traditional antivirus services. The company released a new 60-second marketing spot alongside the campaign.
Why it matters
The company aims to address a perception gap where consumers view it primarily as legacy antivirus software despite a shifting landscape of digital security threats. This rebrand responds to findings that 79% of the public now views online scams as a major concern.
Sixty-eight percent of consumers currently associate the company with antivirus software rather than newer digital services. This figure is contrasted against a 2025 Pew survey finding that 79% of the public considers online scams and attacks to be a major problem.
The players
McAfee
A cybersecurity firm that has traditionally focused on antivirus software and is now expanding its service footprint.
R/GA
A creative agency responsible for producing the 60-second marketing spot for the company's rebrand.
The details
The marketing campaign utilizes social and display advertising to highlight the new slogan, Safer Than Safe. The accompanying product update introduces a notification system that alerts users when the software detects a specific security issue. These updates are intended to pivot the user experience away from passive protection toward active, service-oriented security.
Timeline
2025: A Pew survey was conducted regarding public online safety concerns.
September 29, 2026: McAfee officially launched its corporate rebrand.
The Tech Race
McAfee is attempting to realign its brand with the heightened public alarm identified in the 2025 Pew survey on online scams. The rebrand positions the firm against a backdrop of increasing consumer demand for active defense against modern digital threats.
Users will notice the new branding in social and display advertisements as the firm begins its transition. Those using the company's software will see an updated experience that proactively notifies them when specific security problems are detected.
The takeaway
This rebrand highlights the challenge legacy software firms face when attempting to pivot toward modern security services. Watch for future product releases to see if the firm successfully moves beyond its antivirus-focused reputation in consumer metrics.
Further reading
For broader context on current industry shifts, see the latest developments in Cybersecurity.
Source note: This article includes information reported by Adweek.
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