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By Published on .

Introducing its first product innovations in years, Polaroid Corp. breaks new advertising today behind its faster-developing Platinum film and OneStep Express camera.

The effort comes as other camera marketers unleash their most important ad efforts, for the holiday selling season.

Polaroid's 15-second spot from Goodby, Silverstein & Partners, San Francisco, for the two new products targets a younger audience, and will run in tandem with a returning spot that offers a rebate on OneStep, with the new Express camera added at the end.


"We really see them as the first in what will be a continuous stream of new products from Polaroid," said Ken Mills, group manager-U.S. marketing communications. The company hopes to "contemporize the brand to make Polaroid more relevant and appeal more to younger users."

With a number of new products on the way, some non-photographic, Polaroid is tapping agencies outside of Goodby, which has led to some speculation about that relationship.

Early next year, the company is rolling out its [X]oor sunglasses brand into three undetermined U.S. cities with an initial $2 million to $3 million effort from Eisner & Associates, Baltimore. The brand is expected to receive up to $12 million in media for its national rollout in 1999.


By fourth quarter next year, Polaroid expects to introduce its instant single-use cameras, originally planned for this year. Promotional work will be by Arnold Communications, Boston, last week named integrated marketing agency for Polaroid.

Also, an estimated $2 million cable TV campaign broke last week from Bartle Bogle Hegarty, London, behind its new PolaPulse flat flashlight (AA, Nov. 17).

However, Polaroid said Goodby is still on its good side. In February, the next round of ads in the "See what develops" campaign from Goodby will hit with a younger audience target of 18-to-34-year-olds.

Polaroid spent $48.5 million in media during 1996, according to Competitive Media Reporting, a figure that may increase slightly in 1998. Through August 1997, the company had spent $20.4 million.


The new Platinum film develops five times faster than the existing film -- now in 3 to 5 minutes -- with sharper images, Polaroid said.

"Most customers make decisions about the quality of the image within the first few minutes," noted Mr. Mills.

Polaroid will first bundle the film in packages that contain two existing film cartridges, as a three-pack, then eliminate the previous film technology. Platinum won't be sold at an additional price.


In other new ad campaigns in the category, Pentax Corp. teamed with former presidential candidate and U.S. Sen. Bob Dole, in spots that broke last week from Thomas & Perkins, Denver.

Canon USA is launching nearly 20 one- and two-page advertorials in magazines to support products from professional lenses to its binoculars and Sure Shot pocket cameras.

Grey Advertising, New York, assisted with the effort, in December issues of Discover, Newsweek, Popular Science and nine parenting publications. The advertorials in science-oriented titles explain how Canon's new image-stabilization technology works; in general magazines, the magazine-produced editorial give tips on using the Sure Shot's zoom lens.

"The readers of technology magazines want to know the nitty-gritty details about how things like image stabilization works, but on the other hand, readers of more mass books are into other things," said Bill Duggan, VP-group management supervisor at Grey.

The effort represented an increase in magazine spending for Canon and its first effort in parenting magazines, said Mr. Duggan.

Last year, Canon cameras were supported by $13.9 million in measured media.


Canon also unveils a new ad featuring spokesman Andre Agassi for its Rebel camera and brings back TV support behind the Sure Shot and Elph cameras today.

Mr. Mills said that Mr. Agassi, who has been affiliated with the Rebel since 1990, remains "extremely popular" with consumers.


A new print campaign for Olympus America from Kirshenbaum Bond & Partners, New York, emphasizes the marketer's lens expertise, also used in microscopes.

The multipage insert teases readers to see a "baby picture" that inside reveals

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