Wholesale & DistributionManufacturing & Industrial
Product Repositioning and Launch
Repositioned Polaroid's smallest camera with 'Go Create' storytelling; product sold out within 48 hours of pre-sale.
Polaroid
The Client
- Company
- Polaroid - EUR
- Website
- us.polaroid.com
- Headquarters
- US
- Employees
- 501-1000
About Polaroid - EUR
Polaroid is an iconic consumer electronics and photography brand selling instant cameras, film, photo printers, and accessories direct-to-consumer through their online store. The company has successfully reinvented itself for the modern era with products like the Go Generation 3 (compact instant camera), Now+ series (app-connected cameras), and Hi-Print…
The Challenge
Polaroid, an iconic brand in the realm of photography, approached the Chameleon Team with the task of repositioning and launching its smallest camera ever, the Polaroid Go. The challenge was to move the brand narrative away from mere features and functionalities to meaningful storytelling that could resonate with a new generation of consumers.
Our Approach
Chameleon Team began by defining a new product positioning and go-to-market strategy, aligning it with Polaroid's heritage and values of inclusivity and self-expression. The team's "Go Create" concept was coined to inspire consumers and shift the narrative towards creativity and innovation.
The strategic repositioning was so impactful that it set a new standard for Polaroid, serving as a guide for future products, collaborations, and partnerships.
The Impact
The repositioning not only reshaped the company's approach towards product development but also dramatically boosted the Polaroid Go's market reception. The product sold out within 48 hours of its pre sale announcement, validating the effectiveness of the strategic shift from feature-based selling to story-driven marketing.
The Team
The Chameleons who delivered this engagement.
Practice Areas
Positioning StrategyGo-to-Market StrategyBrand Positioning
