Polaroid Go Launch

Polaroid Go Launch

A person is holding a Polaroid instant camera up to their face, with one eye squinting through the viewfinder. The camera, ready to go, is the focal point, showing its lens, flash, and the Polaroid logo clearly. The background is out of focus.

Case Study

Polaroid Go: Shaping the Narrative of Innovation through Storytelling

 

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.

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.

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.

Related Chameleon
Team Members

Julie Mantis

Julie Mantis

Interim VP, Brand Strategy

Juan-Carlos Morales

Juan-Carlos Morales

Executive Creative Director

Angicel Morales

Angicel Morales

Senior Program/Project Manager

Freddie Laker

Freddie Laker

Chief Digital Officer

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