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Hoping to reverse a sales slide, Polaroid Corp. will launch a $30 million campaign by March.

The new effort from Goodby, Silverstein & Partners, San Francisco, will attempt a Polaroid brand renovation with TV and print advertising that focuses on what can be done with instant pictures.

JUST $9 MILLION in '95

Polaroid spent just $9 million in 1995, most of that advertising by Burrell Communications, Chicago. Although the marketer's budget will be increased greatly, it will be dwarfed by $100 million in U.S. spending from Eastman Kodak Co. and others behind the new Advanced Photo System camera/film format (AA, Feb. 5).

"The consumer side is underpromoted," said Michael Ellmann, an analyst at Schroder Wertheim & Co., of Polaroid. "They've also suffered from a lack of new product."

Polaroid camera sales were down 19% to 5.4 million worldwide last year, according to Brenda Lee Landry, an analyst at Morgan Stanley & Co. Film sales dropped 3% globally.


"They were on their deathbed this year," she said.

Goodby technically handles Polaroid as a project; BBDO Worldwide resigned the account last August in search of a global branding account from Kodak. Polaroid said it will name an agency of record by midyear.

To take some news away from APS, Polaroid today launches a promotion that provides a rebate of up to $55 for OneStep cameras with film purchases. It will run until yearend.

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