Reinventing Polaroid’s Relevance and Reliability for Global Retailers
Challenge:
Polaroid, an iconic photography brand with nostalgic resonance, was facing significant challenges in the global retail market. Dominated by competitors such as Fuji, Polaroid grappled with perception issues related to cost, complexity, and relevance. The brand struggled to present itself as a contemporary and reliable partner to retailers who were, in turn, under duress due to the COVID-19 pandemic. A clear, compelling strategy was needed to revitalize the brand’s retail engagement and position Polaroid as a dependable partner.
Approach:
Chameleon Collective revitalized Polaroid’s retailer appeal by developing targeted Sell-In decks that reintroduced the brand’s contemporary relevance. Tapping into Polaroid’s legacy of inclusivity and magic, the decks highlighted a shift towards creativity and self-expression. Each product in the portfolio was repositioned to align with these themes. Simultaneously, product development processes were streamlined for better clarity on specifications and pricing, fortifying Polaroid’s image as a dependable partner.
Impact:
This comprehensive approach led to a substantial shift in retailer sentiment towards Polaroid. The Sell-In decks’ clarity and brand narrative reinvigoration incited substantial enthusiasm amongst retailers, with some acknowledging a new, higher standard for future Sell-In categories. By re-establishing Polaroid’s relevance in a creatively aspirational context and demonstrating the brand’s commitment to streamlined, reliable operations, Chameleon Collective helped to significantly boost Polaroid’s standing in the global retail market.
