Backyard Discovery

Polaroid

Role: Interim VP of Brand

MAKE A LEGACY BRAND RELEVANT TO TODAY’S YOUTH, BUILD AND UNIFY A MARKETING TEAM (& DO SO MID PANDEMIC)

OVERVIEW

As a legacy brand, Polaroid sat at the intersection of brand recall equal to Coca Cola & 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. At the same time, the Polaroid marketing team was in distress. High turnover of marketing leadership combined with the global lockdown was putting the marketing department at risk of collapse. Our placement of Interim VP of Brand provided stabilization, focus, and leadership. We established briefings that unified initiatives across marketing verticals, inspired teams to do great work, and turned internal culture around. The development of an overarching brand narrative that revived the Polaroid we all know and love, energized both internal and external fans.

RESULT

“We are what we create” became the overarching idea to which all products and collaborations must support.  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. Multiple products and accessories will roll out within this narrative and creatives around the world are being casted as both relatable and inspiring storytellers. 

The first product expressing this new brand positioning, the Polaroid Go, completely sold out during presale.