The photography giant is taking PolaPulse, a disposable, flat flashlight, into worldwide markets via a TV campaign breaking late this year.
The product also will get wide exposure through sales at concerts by rock group phenoms the Spice Girls, where PolaPulse will be sold as "Spice Lights." Movie theaters here and abroad will have on-screen spots during film previews, with the eventual goal of selling the product in movie theaters.
Managed by 19 Management, the Spice Girls were to begin shooting a movie of their success story; the group also has its own magazine, Spice. Their first hit song, "Wannabe," has been No.*1 in 32 countries (see story on Page S-27).
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The Polaroid campaign, estimated at $8 million to $10 million includes two to three 15-second spots created by the marketer's pan-European agency, Bartle Bogle Hegarty, London.
It will run in 16 countries, including the U.S., U.K., Germany, France, Australia, Italy and Spain. CMI, New York, handles media planning and placement in the U.S.; Motive, London, handles outside the U.S.
The product is expected to hit stores by September.
Goodby, Silverstein & Partners, San Francisco, handles the domestic account, but since this was Polaroid's first global launch, Bartle was enlisted to help produce hip, humorous ads with a "Monty Python"-esque flavor.
PolaPulse, with its patented ultrathin battery, has a shelf life of five years, the company said.
With traditional and instant camera usage changing, Polaroid clearly wanted to branch out into ancillary products.
"What we are seeing is companies taking existing technology into new markets," said one industry executive. "You're going to start seeing more and more products like this."
"Polaroid has been promising consumers, as well as trade, that we are not just an imaging company," said Craig C. Stafford, marketing manager-consumer global marketing for Polaroid. "We're working to be more than that, and we want to be able to bring innovation to the consumer.
"This product is the first example of delivering on that promise of innovation to our customers."