Kodak - An unlikely David - print and prosper: The 2009 Kodak Inket Printer campaign

Despite being a leading brand elsewhere, Kodak was a small player in printers, threatened by a downward spiral of poor awareness, sales and distribution.

Kodak – An unlikely David – print and prosper: The 2009 Kodak Inket Printer campaign

Principal Author: Adrian Zambardino – Ogilvy & Mather Advertising

Contributing Author: Brent Vartan – Deutsch

EDITOR'S SUMMARY

This is a paper that demonstrates simply and clearly the power of zigging where others zag. As a challenger in the world of printer ink, Kodak could use its trusted and recognised brand to change the rules and dynamics of the category, and change its own fortunes as a result. Despite being a leading brand elsewhere, Kodak was a small player in printers, threatened by a downward spiral...

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