Kodak is calling the 800-speed Gold Max "self-adjusting" because it performs better in numerous lighting conditions than slower films.
EASES FILM SPEED WORRIES
"So many cameras today have zooms and they consume light; Gold Max gives back light and performance to film without worrying what film speed to use," said Pierre Cohade, general manager for consumer film at Kodak.
Though keeping the mid-price Kodak Gold brand, Kodak actually is replacing that film with another for increased accuracy and saturation of color, calling the technology ColorSharp.
While Kodak said the campaign's media budget hasn't been finalized, the company spent $32 million behind U.S. conventional film in 1996. Media support will be split evenly between Kodak Gold and Gold Max.
J. Walter Thompson Co., New York, is the agency.
EQUITY BUILT UP
"We've built significant consumer equity in the Gold name, and we didn't want to create a new sub-brand while trying to significantly build the Advantix sub-brand."
This month, Kodak's Advantix will get an estimated $40 million U.S. campaign