Goodby Shoots I-Zone Campaign

Polaroid Has ‘Gen Y’ In Its Marketing Sights
NEW YORK–Goodby, Silverstein & Partners will aim Polaroid’s new i-Zone instant pocket cameras at Generation Y with a $6 million national TV campaign breaking in October.
Launching in August, the colorful cameras debuted in a pilot program with Tomy in Japan last year. Goodby’s TV spots will position the cameras as “social enhancers” that create fun situations, said David Lucas, Polaroid vice president of marketing.
Satoru Wakeshima, senior vice president at Sterling Group, New York, which did the packaging, said Polaroid aims to redefine itself to a new generation that views it as “sort of an older brand.”