New advertising focuses on Fuji's small, single-use cameras, to create consumer trial.
"The new technology features [of APS] sent confusing messages to the consumer," said Joan Rutherford, Fuji's director of advertising. "The one-time-use category is a good way for [consumers] to test them without making an investment in a new camera."
ADS TO RUN THROUGH '97
Ms. Rutherford said the campaign is expected to run through 1997, with the bulk of the marketer's $8 million media budget supporting.
The first execution-for the Fujicolor Smart QuickSnap Super Slim, from Angotti, Thomas, Hedge, New York-breaks today and plays up how the camera fits into a baby's pocket. Voice-over says: "She's the reason you need a camera . . . Let her carry it."
While all APS brands use 24mm film, Fuji's camera is the smallest in the single-use category.
Another TV spot shows a father trying to capture his baby's first steps on film. The father confuses the small camera in his pocket with a candy bar, a pack of tissues and a key case before missing the shot.