As a legacy brand, Polaroid sat at the intersection of brand recall equal to Coca Cola & cool, nostalgic party gimmick. With heritage and values that would appeal to today’s young consumer and great products coming down the pipeline, we had all of the right ingredients to tell an untold, yet authentic story.
Deep consumer research revealed what mattered most to our potential and existing audience and it just so happened that those very values and beliefs had been central to the brand since its’ inception. The belief that we’re all created equal and that creativity is the most powerful form of self expression couldn’t have been more relevant to our audience. “We are what we create” became the overarching idea to which all products and collaborations must support. We then assigned each product within the portfolio to uniquely tell the story.
The Polaroid Go was the first product tasked with launching our new brand narrative. As the first wearable Polaroid camera, the Polaroid Go calls everyone to action with a vibrant announcement of “Go Create” & “Create Big. Smaller.”
Our Keith Haring collaboration reminds our fans that art is accessible to everyone, and we stand firmly in inclusivity. The Now+ camera, slated to be released in late 2021, will give our audience infinite creative possibilities, due to the integration of digital for the first time in instant. Multiple products and accessories will roll out within this narrative and creatives around the world are being casted as both relatable and inspiring storytellers.
