The Polaroid 'Practical Usage' campaign

W Mlacak and M Lawless

1991-4 campaign to reposition Polaroid: having been the only brand in instant photography, its advantage was being eroded by new affordable high quality cameras and availability of one-hour processing.
Agency: BBDOAuthors: W Mlacak and M Lawless

Polaroid Canada: 'Practical usage' campaign

EXECUTIVE SUMMARY

Since it first introduced instant photography in 1948, Polaroid has been the only player in that segment of the market. However, the advent of high quality and affordable 35mm cameras and one-hour photo processing seriously eroded Polaroid's unique brand advantage and its share of the overall market.

New, fresh advertising would have to reposition the product now facing serious competition, albeit from beyond the instant segment. The driving idea of the campaign would still be to leverage Polaroid's brand advantage, but also...

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