Could simpler technology be a better fit for a new generation?
At IFA 2026, MENA TECH spoke with Valerie Piau, VP Consumer & Marketing at Acer, about the relaunch of Packard Bell as the brand celebrates its 100th anniversary. The conversation explores how a new identity and a colorful product range aim to connect with Gen Z through simplicity and ease of use.
Piau explains that work on refreshing the brand began around a year earlier, starting with its marketing story and brand guidelines before moving to a redesigned logo and updated visual style. Packard Bell takes a different direction from Acer’s emphasis on technology, innovation, and gaming cooling systems, introducing a more playful personality under the “Tech it easy” slogan.
While Gen Z is the primary audience, Piau says the concept also appeals to anyone who wants straightforward devices that do their job without unnecessary complexity or the need to keep up with the latest specifications. She points to her own mother as an example of someone who could benefit from this approach, even outside the brand’s core target generation.
That thinking is particularly clear in the DotLine phone, which Piau says is priced at €69. It raises a practical question for families: does a child need a smartphone with access to social media, or simply a way to call and message their parents to let them know they have arrived safely? The phone focuses on calls and text messages, with Snake included, bringing familiar basic-phone functions to a new audience.
As AI becomes increasingly common across consumer devices, Piau explains that the Packard Bell products discussed in the interview do not incorporate it. She highlights the DotLook audio glasses, which allow users to listen to music and take calls without capturing photos or recording video, as an example of the focus on specific functions, simplicity, and data-protection requirements.
The interview also explores the breadth of the new range, from the DotBook laptop and computer and audio accessories to the DotLoop vinyl turntable. The turntable reflects part of the brand’s history while adding options such as Bluetooth connectivity. Piau also discusses the four signature colors—purple, orange, green, and yellow—and the shared “Dot” naming approach that connects the products as a family.
On the marketing side, Piau outlines a strong focus on social media, particularly Instagram, with content built around color and brand personality rather than specifications alone. She also discusses plans to explore channels such as TikTok Shop to reach Gen Z.
For the Middle East, Piau says the entire range could potentially become available, depending on customer demand, without announcing a specific launch date. The conversation offers a closer look at how a heritage brand is being reintroduced to a new audience, with ease of use at the center of its proposition.
