Targeting teens pays off for Polaroid

Beardi, Cara
March 2000
Advertising Age;3/6/2000, Vol. 71 Issue 10, p16
Trade Publication
Focuses on efforts of Polaroid Corp. to reposition itself with two products aimed at the youth market. The I-Zone Instant Pocket Camera and JoyCam instant camera; Company sales figures; Departure from traditional marketing strategies in commercials and sponsorships, including the Britney spears 2000 concert tour.


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