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Kodak

Printers—Underdog elbows way in to an entrenched category

The Art

  • Extend an existing 360-campaign to the retail floor with a life of it’s own and the ability to stop consumers in their tracks.
  • Include a secondary location within the end cap for additional product SKUs without sacrificing the design.

The Science

  • Integrate technology with a fully powered printer on a molded plastic pedestal to encourage interaction and reinforce the product’s ease of use.
  • Engineer a program that could adapt to fit every major retailer’s space requirements.

Challenges

  • Launch a new product into a competitive marketplace in a mature category.
  • Convince retailers to make space to feature the system.
  • Customize the program for diverse retailer end cap dimensions while remaining true to the Kodak brand and communications.
  • Create a persuasive sales associate tool for assisting customers.

Outcomes

  • Kodak set a new standard for how an entire category could be merchandised.
  • Kodak became a serious alternative and the Kodak EasyShare 5300 printer was recognized as one of the top 10 printers within one year.
  • Won a Platinum Design of the Times Award.

  • More about Branded Displays >