New Polaroid Advertising Campaign to Revitalize 600 and Spectra Instant Camera Businesses

Apr 10, 2001, 01:00 ET from Polaroid Corporation

    CAMBRIDGE, Mass., April 10 /PRNewswire/ -- Polaroid Corporation
 (NYSE:   PRD) today unveiled a new advertising campaign as part of a major
 initiative to revitalize its core instant camera business.  The first
 execution of the campaign, created by Chicago-based Leo Burnett Worldwide,
 begins airing nationally this week.
     (Photo:  http://www.newscom.com/cgi-bin/prnh/19990816/PRDLOGO )
     Last year Polaroid unveiled a key corporate strategy to reinvigorate
 instant imaging.  To support that ongoing initiative, the company is launching
 a three-month, $15 million advertising campaign for the 600 and Spectra
 product lines targeting women, aged 35 to 64.
     "The featured tagline, 'Click, Instantly,' conveys the essence of the
 Polaroid brand for consumers," said Alison Corcoran, vice president, Polaroid
 Corporation.  "Polaroid products help people make instant connections and have
 come to symbolize one-button simplicity."
     The first advertisement in the campaign, a 30-second spot called "Bicker,"
 is for the redesigned 600 SilverExpress camera.  It features a young boy
 interrupting a strained moment between his bickering parents by bringing them
 together for a snapshot.
     The next spot in the series, also for the 600 SilverExpress camera, is
 called "Boring Party."  The 15-second spot, to begin airing the week of April
 23, illustrates the positive effect Polaroid instant cameras have on just
 about any group of people.
     The first two TV executions will air on network and cable programming,
 such as "Everybody Loves Raymond" and "Who Wants to Be a Millionaire."  The
 final spot for 2001 will begin airing in June and will focus on a newly
 designed instant camera that will be launched on April 17.
     Polaroid Corporation, with annual sales of approximately $2 billion, is
 the worldwide leader in instant imaging.  Polaroid supplies instant
 photographic cameras and films; digital imaging hardware, software and media;
 secure identification systems; and sunglasses to markets worldwide.  Visit the
 Polaroid web site at www.polaroid.com.
 
     "Polaroid" is a registered trademark of Polaroid Corporation, Cambridge,
 Mass. 02139
 
     Statements in this release may be forward-looking. Actual events will be
 dependent upon factors and risks including, but not limited to, the Company's
 ability to: market its core imaging products; penetrate new demographic
 markets; develop and implement its digital imaging strategy; compete
 successfully in the instant imaging market against larger and stronger
 competitors; manage or reduce its debt; implement its strategies to reduce
 costs and improve cash flow; comply with the covenants in the Amended Credit
 Agreement, the U.K. Credit Agreement, the indenture governing the 2002 Notes,
 2006 Notes and 2007 Notes manage the impact of foreign exchange and the
 effects of retail buying patterns; as well as the Company's ability to manage
 uncertainties and risk factors, including those described from time to time in
 the Company's filings with the Securities & Exchange Commission, specifically,
 the Company's 2000 Form 10-K and its most recent Form 10-Qs.
 
 

SOURCE Polaroid Corporation
    CAMBRIDGE, Mass., April 10 /PRNewswire/ -- Polaroid Corporation
 (NYSE:   PRD) today unveiled a new advertising campaign as part of a major
 initiative to revitalize its core instant camera business.  The first
 execution of the campaign, created by Chicago-based Leo Burnett Worldwide,
 begins airing nationally this week.
     (Photo:  http://www.newscom.com/cgi-bin/prnh/19990816/PRDLOGO )
     Last year Polaroid unveiled a key corporate strategy to reinvigorate
 instant imaging.  To support that ongoing initiative, the company is launching
 a three-month, $15 million advertising campaign for the 600 and Spectra
 product lines targeting women, aged 35 to 64.
     "The featured tagline, 'Click, Instantly,' conveys the essence of the
 Polaroid brand for consumers," said Alison Corcoran, vice president, Polaroid
 Corporation.  "Polaroid products help people make instant connections and have
 come to symbolize one-button simplicity."
     The first advertisement in the campaign, a 30-second spot called "Bicker,"
 is for the redesigned 600 SilverExpress camera.  It features a young boy
 interrupting a strained moment between his bickering parents by bringing them
 together for a snapshot.
     The next spot in the series, also for the 600 SilverExpress camera, is
 called "Boring Party."  The 15-second spot, to begin airing the week of April
 23, illustrates the positive effect Polaroid instant cameras have on just
 about any group of people.
     The first two TV executions will air on network and cable programming,
 such as "Everybody Loves Raymond" and "Who Wants to Be a Millionaire."  The
 final spot for 2001 will begin airing in June and will focus on a newly
 designed instant camera that will be launched on April 17.
     Polaroid Corporation, with annual sales of approximately $2 billion, is
 the worldwide leader in instant imaging.  Polaroid supplies instant
 photographic cameras and films; digital imaging hardware, software and media;
 secure identification systems; and sunglasses to markets worldwide.  Visit the
 Polaroid web site at www.polaroid.com.
 
     "Polaroid" is a registered trademark of Polaroid Corporation, Cambridge,
 Mass. 02139
 
     Statements in this release may be forward-looking. Actual events will be
 dependent upon factors and risks including, but not limited to, the Company's
 ability to: market its core imaging products; penetrate new demographic
 markets; develop and implement its digital imaging strategy; compete
 successfully in the instant imaging market against larger and stronger
 competitors; manage or reduce its debt; implement its strategies to reduce
 costs and improve cash flow; comply with the covenants in the Amended Credit
 Agreement, the U.K. Credit Agreement, the indenture governing the 2002 Notes,
 2006 Notes and 2007 Notes manage the impact of foreign exchange and the
 effects of retail buying patterns; as well as the Company's ability to manage
 uncertainties and risk factors, including those described from time to time in
 the Company's filings with the Securities & Exchange Commission, specifically,
 the Company's 2000 Form 10-K and its most recent Form 10-Qs.
 
 SOURCE  Polaroid Corporation