Reviving Polaroid: Rejuvenating a Legacy Brand for a New Generation
Challenge:
Polaroid, a beloved legacy brand, found itself balancing a brand recall on par with the likes of Coca Cola and a perception as a nostalgic party gimmick. While the brand’s heritage and values resonated with the younger demographic, and exciting new products were in the pipeline, the challenge was to weave these elements together into a compelling, untold story that would rejuvenate the brand for a modern audience – all while navigating the constraints of a global pandemic.
Approach:
Chameleon Collective undertook deep consumer research to understand the desires and values of Polaroid’s potential and existing audience. Discovering a congruence between the brand’s historic values – belief in equal creation and the power of self-expression through creativity – and what resonated with today’s youth, we crafted the overarching brand narrative, “We are what we create.” This ethos became the guiding principle for all products and collaborations. We assigned a unique story to each product within Polaroid’s portfolio, tying them to this new brand narrative. The Polaroid Go, as the first wearable Polaroid camera, launched this narrative with a vibrant call to action – “Go Create” and “Create Big. Smaller.” Collaborations, like the one with Keith Haring, reinforced the message that art is for everyone, underlining our stand on inclusivity.
Impact:
The launch of the Polaroid Go and the introduction of the new brand narrative was a resounding success. Future products, including the Now+ camera set to release in late 2021, which introduces digital integration to instant photography for the first time, continue this narrative, offering the audience limitless creative possibilities. A series of other products and accessories are being rolled out under this narrative, with creatives worldwide emerging as both relatable and inspiring storytellers. The reinvigoration of Polaroid proves that even amidst challenges, legacy brands can find relevance and resonance with today’s youth.
