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Kodak Broadens Its 'Smile'

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Kodak, this week, will hit the airwaves with its first new brand campaign since 2005. Beginning Oct. 31, the imaging giant will tell consumers “It’s Time to Smile” through a series of TV and Web ads. The campaign aims to focus on the moments and relationships that define people’s lives.

The effort is a direct result of the “Future of Reconnectivity” report commissioned by the Eastman Kodak Company. The study looked at the role digital imaging played across five countries. In found that in tough times, people have a common desire to reconnect with loved ones, in part, by sharing photos.

Kodak’s first activation based on this report was its “Bright Side Tour,” featuring “The Compliment Guys.” The two Purdue University students—who had built an online following by sharing compliments—began spreading Kodak’s “It’s Time to Smile” message in July.

Kodak continued to leverage the Web by launching its “Konga Line” photo album and “Smile Meter” applications on Facebook. It also created the “Smile Maker” photo-sharing iPhone app.

The first TV ad, “Little moments,” focuses on personalized Kodak Gallery photo books. Ogilvy is the agency.

“The Kodak brand has always been about human connections and capturing and sharing important moments,” said Leslie Dance, vp of worldwide brand marketing at Kodak. “‘It’s Time to Smile’ represents our commitment to helping our consumers strengthen their relationships, and make it easier to share moments and memories with family and friends.”

Kodak spent $15 million on measured media for the first eight months of the year, per the Nielsen Co. Last year, it spent $19.1 million. Comparatively, in 2005 Kodak doled out $90.4 million.