Product Repositioning and Launch

The Client

Company: Polaroid
Website: polaroid.com
Industry: Consumer Electronics
Headquarters: netherlands
Employees: 501-1000

About Polaroid

Polaroid, a historical player in the photography industry since 1937, focuses on creating analog instant photography tools that capture meaningful moments. In a world that tends to disconnect people, Polaroid aims to reconnect its users with the beauty of real-life experiences through tangible memories.

The 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.

Our 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.

The 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.

Product Repositioning and Launch

The Challenge

Our Approach

The Impact

The Team

Practice Areas