How living for a moment gave Polaroid a future

1995-7 campaign to re-position Polaroid cameras. There had been a new generation of products launched in 1992 to counter improvements in 35mm competition, but it had failed to uplift sales.
Agency: Bartle Bogle HegartyAuthor: Matthew Gladstone

How living for a moment gave Polaroid a future

INTRODUCTION

This paper will describe how a Big Idea turned a brand around.

It will cover:

  • how Polaroid had a USP, but one that had lost its relevance
  • how the process of advertising development found Polaroid a new, emotional relevance that fundamentally repositioned the brand1
  • the effects of advertising that resulted
  • how the success of the advertising...

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