Manufacturing & IndustrialWholesale & Distribution
We Are What We Create: Reframing Polaroid
Consumer research yields Polaroid's "We are what we create" narrative, launched with the Polaroid Go.
Polaroid
The Client
- Company
- Polaroid - EUR
- Website
- us.polaroid.com
- Headquarters
- US
- Employees
- 501-1000
About Polaroid - EUR
Polaroid is an iconic consumer electronics and photography brand selling instant cameras, film, photo printers, and accessories direct-to-consumer through their online store. The company has successfully reinvented itself for the modern era with products like the Go Generation 3 (compact instant camera), Now+ series (app-connected cameras), and Hi-Print…
The Challenge
Polaroid, a beloved legacy brand, balanced brand recall on par with Coca-Cola against a perception as a nostalgic party gimmick. Its heritage and values resonated with younger consumers, and exciting new products were on the way, but the challenge was to weave those elements into a compelling, untold story that could rejuvenate the brand for a modern audience, all during a global pandemic.
Our Approach
Chameleon Collective ran deep consumer research to understand the desires and values of Polaroid's current and potential audience. We found a clear overlap between the brand's historic values, a belief in equal creation and the power of self-expression through creativity, and what resonates with today's youth. From that, we crafted the brand narrative "We are what we create," which became the guiding principle for every product and collaboration. We gave each product in the portfolio its own story tied to that narrative. The Polaroid Go, the first wearable Polaroid camera, launched it with the call to action "Go Create" and "Create Big. Smaller." Collaborations like the one with Keith Haring reinforced the message that art is for everyone.
The Impact
The Polaroid Go launch and the new narrative were a clear success. Future products, including the Now+ camera set to release in late 2021, which brings digital integration to instant photography for the first time, continue the story and offer the audience new creative possibilities. More products and accessories are rolling out under the same narrative, with creatives worldwide acting as relatable, inspiring storytellers. Polaroid's reinvigoration shows that even amid challenges, legacy brands can stay relevant with today's youth.
The Work
The Team
The Chameleons who delivered this engagement.
Practice Areas
Brand StrategyUser ResearchBrand ArchitectureBrand Style GuidesStoryboardingBrand MessagingCreative Direction
