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
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...