Big Ink Faces Big Blowback

If you own a photo or other type of inkjet printer, then you know that it’s a lot like the Gillette razor and blade business model — you can get a printer for practically nothing but the ink is crazy expensive.
Kodak is turning that upside down — and going head on against HP and Canon with People Against Big Ink.
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The site taps into customer frustrations by mixing user reviews, news articles, and other content, like this video of a solider in Iraq who got more than a little frustrated with HP’s lack of customer service.
We’ve always had brand comparison advertising–you know, all-temperature Cheer versus the leading brand type of stuff, or the Mac/PC campaign, but this goes a step further. This time, People Against Big Ink is using real world sources and real customer frustration to help make its case.
Full disclosure: My agency Partners + Napier created this site, though I was not involved in this project.

About Dan Goldgeier

Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. Dan is also a columnist for TalentZoo.com and the author of View From The Cheap Seats and Killer Executions and Scrubbed Decks.