POLAROID REDESIGNS, RENAMES ONESTEP CAMERA
By Adnews Staff
U.S.-based Polaroid Corp. will launch a North American TV campaign later this month for its revamped Polaroid OneStep Close-Up instant camera. The camera will now be known as the Polaroid OneStep Express and offer curved edges and a more ergonomic form to make it easier to carry and use. The TV campaign was created by Goodby, Silverstein & Partners of San Francisco. In Canada, BBDO Canada of Toronto did the media buy.
Also, Polaroid is targeting parents with its Instant Encouragement Kit. The kit contains a camera and film, as well as magnetic frames, a personal photo book, "I Did It" frame, award stickers and accessories for photos. Parents are supposed to use the camera to take pictures of children brushing their teeth or playing the piano in order to build their self-confidence. Polaroid is promoting the encouragement kit in parenting magazines in the U.S. In Canada, Polaroid is relying on spillover ads from those magazines that have North American distribution.