Polaroid Ends Tagline Confusion

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Pulls Goodby’s ‘Right Now’ Spots in Favor of ‘See What Develops’
BOSTON–Following a fortnight of miscues, Polaroid Corp.’s “Right now” tagline has been pulled from its latest TV effort and replaced by the 3-year-old “See what develops” positioning.
The troubled trajectory of the new tagline began barely two weeks ago, when a 30-second branding spot tagged “Right now” broke for a three-week flight.
The ad, which shows some X-Files-type UFO hunters looking to sell snapshots of aliens to a tabloid, apparently aired for barely 48 hours when high-level “internal discussions” at Polaroid resulted in the spot being retagged “See what develops,” said Arlene Henry, a representative at the Cambridge, Mass.-based





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