The Chameleon Team was asked to lead formal product positioning, naming, pricing, go-to-market strategy, and to establish the creative campaign for Polaroid’s most significant product launch of the decade. As the smallest Polaroid camera, the Polaroid GO is a highly desirable instant camera – we just needed to help the brand understand how to move away from talking about features and functionality and move into ongoing storytelling.
Our delivery of positioning and strategy set a new standard for the company, and was circulated across all stakeholders and shareholders to serve as a best in class example going forward for the remaining portfolio.
Our execution of our“Big Idea” of “Go Create”, combined with the company’s values of inclusivity and self expression, enabled a narrative that connects with a new generation of consumers. Furthermore, our product positioning actually inspired a year long brand repositioning. The articulation of this one product positioning exercise was so powerful that it also affected the entire product roadmap for future products, collaborations, and for partnerships.
When the Polaroid Go launched in the Spring of 2021, all Polaroid Go bundles (Camera + Film) sold out within 48 hours of the presale announcement.
