Brief Description: Despite a range of new products launched in 1992 Polaroid had been unable to compete with the 35mm film sector. The ‘Live for the Moment’ campaign capitalised on the product’s ‘instant-ness’ and with TV advertising and Spice Girl sponsorship sales stopped their decline. According to RDSI qualitative research the advertising had affected purchase intentions and consumer attitudes. Ownership increased particularly amongst the young---(TAGS)---Full Title: Polaroid - How living for the moment gave Polaroid a future ; Number: 1998/14 ; Brand: Polaroid ; Client: Polaroid Europe ; Product Category: Photographic (Cameras/Camcorders etc) ; Agency: Bartle Bogle Hegarty ; Author: Matthew Gladstone ; Prize Winners: 3 Star (Adworks ref: Advertising Works 10)
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