Polaroid: Launching a torch as a personal accessory

In March 1997, Polaroid US/Europe approached BBH/Motive with an advertising brief for a new product, a torch called Polapulse, on a global basis.
Agency:Author: Not credited

Polaroid: Launching a torch as a personal accessory

Introduction

Polaroid's decision to enter the torch market created an interesting challenge. What could Polaroid bring to a marketplace where arguably demand was already oversupplied?

BBH/Motive saw an opportunity to position the Polapulse torch as a fun personal accessory rather than a communal utility, thereby opening up a new market where there was no real competition.

The lateral use of 'blindfold' research helped define a unique communications approach to capitalise on this opportunity.

Background

In March 1997, Polaroid US/Europe approached BBH/Motive with an advertising brief...

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