Polaroid Corporation: See What Develops campaign

Mark Lane

By 1995 Polaroid Corporation was perceived as a brand and a company whose time had passed. Disposable and 35mm cameras were less expensive than instant ones, their film was much cheaper and could be developed in an hour, and they produced better quality photos.

Polaroid Corporation: See What Develops campaign

Mark Lane

OVERVIEW

By 1995 Polaroid Corporation was perceived as a brand and a company whose time had passed. Disposable and 35mm cameras were less expensive than instant ones, their film was much cheaper and could be developed in an hour, and they produced better-quality photos. Polaroid sales had been declining steadily over the years, and the brand had largely faded from view. Although the company had no new products to tout, it began attempting to rebuild its brand in the United States through marketing. Polaroid tapped the San Francisco advertising agency Goodby, Silverstein...

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