Kodak’s Paperless Reinvention

USA Today: It won’t be a snap to sharpen its image, but tonight Kodak begins a blitz of new ads and products designed to make consumers see it as a world-class digital-imaging company.
The opening shot will be hard to miss: Ads will air simultaneously at 9 p.m. ET on the major broadcast networks and selected cable channels and Internet sites.
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The effort comes at a critical time. Kodak has been restructuring for a digital future for several years. Its EasyShare camera, rolled out in 2001, is the top-selling digital camera in the USA. In June, its digital product sales outpaced film-based products for the first time.
Many consumers still don’t associate Kodak with digital products — and those who do think of it more for the kind of snapshots in its trademark warm and fuzzy ads than for high-end (and high-margin) technology.
“In order to sell across the board … we need to be cool, hip and with-it,” says Carl Gustin, Kodak chief marketing officer. “We still need a little bit of emotion, but we can’t live on puppy dogs, weddings and daddy’s little girl.”

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.