Over the past several years, Polaroid had trouble exciting retailers. The market has been dominated by Fuji, and Polaroid had both awareness and attachment issues due to cost and complexity. Furthermore, Polaroid suffered from being irrelevant to today’s consumer – it signals nostalgia – a thing from the past.
From a retailer’s standpoint, Polaroid was hit or miss. Details for retail partnerships were often half missing or a struggle to receive due to behind the scenes inefficiencies. With retailers under duress as a result of the pandemic, Polaroid needed to graduate to be a buttoned up, reliable partner.
Our task was to blow our retailers away with geographically specific, comprehensive Sell-In decks showcasing a reinvigorated, highly relevant brand and the products that support the narrative. We tapped into the original values of inclusivity and magic and evolved into spaces of creativity and self expression. In an unprecedented year of struggle, we encouraged Polaroid’s retailers to allow for the brand to inspire. We positioned every product in the portfolio to align to a territory of inspiration, creativity, and inclusion. We achieved efficiencies in the product development process that enabled clarity of product specifications and pricing strategies. The result was that of massive enthusiasm and claims that the bar was now raised for Sell-In in any category.