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Redefining the “Kodak Moment”— Iconic Brand Develops into Picture of Innovation
Source: SO08 Silver Anvil Award
Product Code: 6BW-0602B10
Organization/Author/Firm: Eastman Kodak Company, Ketchum Public Relations
Industry: Consumer Products / Technology
Specialization(s): Brand Management / Reputation Management / Brand Management / Advertising Branding
Format: Campaign Case Study (Silver Anvil)
Summary
2006 Silver Anvil Award Winner – Reputation Management / Brand Management – Business - Companies with sales of more than $500 million
Eastman Kodak Company saw its commanding lead in the photography industry slip with the advent of digital imaging. In 2005, the company determined the time was right to launch a category breakthrough – the Kodak EasyShare-One (ESO) digital camera. Kodak and Ketchum positioned the launch of ESO, the world’s first wireless digital camera, as the centerpiece in a campaign to show the company’s stakeholders that Kodak was an innovative brand, committed to changing the face of digital imaging. The Kodak brand was successfully revitalized with global media, influencer and consumer education campaigns that put Kodak in unexpected and interactive settings.
