(Wall Street Journal) — Eastman Kodak Co.’s striking change of tone in its camera advertising marks a bid to revive its iconic camera business heading into the critical holiday season.
Kodak’s traditional Mom-oriented marketing hasn’t fueled steady sales growth in recent years. Its digital-camera business has suffered amid weak discretionary spending and stiff competition for consumer-electronics dollars.
Its new edgy ads, which feature hip-hop endorsers, are a tacit admission that it needs something different to boost digital-camera sales by reaching younger, trendier consumers.
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