Monday, 10 January 2011

Polaroid cool?

Not anymore, most would argue but Lady Gaga begs to differ given she is now on board as creative director. Not content to be merely the face of Polaroid, she insisted upon being heavily involved in development and design of their specialty range known as the grey label.

At a recent media conference, she unveiled three new products which include camera glasses, an instant digital camera and a portable printer.

Lady Gaga is certainly not the first celebrity to be bought on board to reinvigorate brands considered dated and redundant. It will however be interesting to see if this unlikely pairing of celebrity and technology, and fusion of innovation and fashion can give new life to Polaroid.

Will they be able to reengage consumers who previously owned a Polaroid camera and then lost interest? Or will their success lie predominantly with the younger generation whose purchasing habits are influenced by celebrity?