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...