If I handled Kodak's Film Marketing...

[amateriat]

Years ago, when I was working at a creative media services firm, I had an argument with my boss (who I was pretty tight with, so arguing wasn't risky in terms of my future employment) about the money Coca-Cola poured (and continues to pour...and only now did I discover my accidental pun...yes, it was too an accident!) into advertising its signature product. After all, I posited, nearly everyone on the planet (or, to paraphrase a line from The Hitch-Hiker's Guide To the Galaxy, "everyone who matters") knows what the stuff is, and even quaffed a bottle or ten, whether they'd admit it or not. Boss says my thinking is completely wrong: no matter if you're the size of Coca-Cola or GM, you have to keep your name on people's lips on a regular basis, even to people who, for one reason or another, might not be in the market for your product. (This philosophy might explain the controversy over accusations that US tobacco companies are targeting kids in their marketing, and might also explain this somewhat controversial spot for Chevrolet's Corvette). This is especially true for what ad folk call "mature" or "legacy" products or product categories. There's an ad-speak term for this, but since I've been away from the rarified air of "Mad Men" Avenue for a dog's age, I forget what it was.

Anyhow...I was thinking about film, Kodak's more specifically and Kodachrome in particular. Since we wouldn't want huge trucks of exposed K'chrome showing up at Dwane's twice a day (did someone mention they soup about 1,000 rolls daily at this point?), and the likelihood that, if you asked Kodak brass, they'd tell you you're lucky they still bother to make the stuff at all this late in the day, there wouldn't be much in the way of bucks put forth in promotion. But, there might be a few bucks around for some "targeted" promotion, possibly as a feel-good jolt toward film-shooting die-hards like me and (presumably) you, even in the event that the product is living on borrowed time. (This is hardly unprecedented: at the very tail-end of the 70s muscle-car era, when tire-burning was out and gas-sipping was in, GM green-lighted two high-adrenaline TV spots for Chevy's Camaro and Corvette, touting high-output engine options which would disappear in a matter of months.)

So...even though I've had to fix a lot of people's broken computers lately, and I'm running a bit late in preparing for my September exhibit, I decided to do a few minutes' worth of noodling around to do an ad mock-up along these lines: preaching to the converted, and possibly tickling the curiosity of a few of the digitally unwashed. And not spending a whole wad to do it. If you look at the graphics on the current Kodachrome box design, you'd almost swear Rochester is reaching back in time itself: the characteristic red-and-yellow with Kodachrome in semi-classic typeface, and a photo of a lighthouse on one panel with the words "Sharp, Long-Lasting Colors." (Helpfully translated into French for you guys north of me.)

While having dinner tonight, I came up with this:



I had a few other slogans/taglines, but I liked this one best. Few words, big message. (But you wouldn't believe how many typefaces I went through before settling on this one...guess those dastardly Mad Ave people infected me good from working with them...)

Anyone here with equally-warped ideas in your copious free time?


- Barrett

[Morca007]

If I handled Kodak's Film Marketing...
I would sell high quality filmstock to a bulk-reseller such as freestyle.

[Ray Nalley]

Kodachrome — When you care enough to shoot the very best!

[shadowfox]

iKodakchrome. Be different.

[SolaresLarrave]

There's a Kodak slogan in Spanish, briefly used in 1972, in an ad that showed some nearly faded (or nostalgia-tinted) images of people in Christmas parties. For some reason, the jingle and the slogan stuck: "este año, regale sonrisas: una cámara Kodak" [This year, give the gift of a smile: a Kodak camera]

So, a bit in tune with that one, we could aim at the unconverted with: Keep your memories safe: Kodachrome.

Really bad... What luck I don't work in advertising!

Thanks for the mental gymnastics, Barret!

[iamzip]

Nothing to do with film, everything to do with "warped" and "wasting time..."

A friend of mine wrote a song with the line "the toast of Barcelona" and this is what I came up with:

[amateriat]

Originally Posted by iamzip

Nothing to do with film, everything to do with "warped" and "wasting time..."

A friend of mine wrote a song with the line "the toast of Barcelona" and this is what I came up with:

Oh, my eyes...creative subject hijacking, and a quote from one-half of Steely Dan to boot. When do you stop?


- Barrett

[infrequent]

"absolut chrome"

[gb hill]

So your the one that came up with that "New Coke" idea! That Vette comercial was awesome! I'd be willing to bet the same ones PO'd over that are the same ones that are PO'd at Michael Phelps because he is going to be featured on a box of Frosted Flakes instead of a box of Wheates or Granola cereal. Raising hell because FF has a high suger content & is not setting a good example for kids. I tend to disagree. I think he'd be telling kids, Now get your fat butt up from the table & go out & play. & put your bowl in the sink!

[SolaresLarrave]

Originally Posted by infrequent

"absolut chrome"

Good, but already taken.

Just like the other one: Priceless...

[amateriat]

gb: Don't pin New Coke on me...I'm strictly a Boylan's Cane Cola guy now!


- Barrett

[gb hill]

Just make this song into a commercial. BTW this HAD to of been made by an RFF member. So own up.
http://www.youtube.com/watch?v=uMnSI2EHJ3Y

[amateriat]

gb: Yep, all the marks of an RFf member...but not me.


- Barrett

[sirius]

"Toto, I've a feeling we're not in Kansas any more."

Dwayne's has 8 rolls of my kodachrome as I write this. I can't wait to see how they turn out. It's my first time! I hope Kodak does something sweet for Kodachrome's 50th anniversary, 2009.

- - - edit

It was introduced in 1939, so that means that the film has been made for 70 years now!

[Keith]

Kodachrome ... for those occasions when you do shoot the messenger.

[mervynyan]

if they can lower the price, the stuff will sell itself.

At $8 a pop, plus $7 to develop, well, I will find the cheapest chrome in fuji.

[Roger Hicks]

Originally Posted by Morca007

If I handled Kodak's Film Marketing...
I would sell high quality filmstock to a bulk-reseller such as freestyle.

Dear Matt,

And compete with yourself.

That's why Ilford dropped that one.

You can't sell a premium product that way.

Cheers,

R.

[Roger Hicks]

Originally Posted by mervynyan

if they can lower the price, the stuff will sell itself.

At $8 a pop, plus $7 to develop, well, I will find the cheapest chrome in fuji.

Many years ago, I was talking to the marketing manager of a medium-size UK company. He said something I've never forgotten.

"Any fool can give the stuff away. My job is persuading them to pay for it."

Cheers,

R.

[mervynyan]

Originally Posted by Roger Hicks

Many years ago, I was talking to the marketing manager of a medium-size UK company. He said something I've never forgotten.

"Any fool can give the stuff away. My job is persuading them to pay for it."

Cheers,

R.

they got a lot of persuasion to do.

seriously, i don't mind to pay $2 for a can of coke in tourist attraction once a while, but you can also find 50 cent a can at walmart. i don't remember when was the last time they had volume discount.

[capitalK]

"This isn't your father's Kodachrome... oh wait, it is"

[gb hill]

Show this car http://www.dodge.com/en/2008/challenger/ playing Aerosmith's song 'I'm Back in the Saddle Again' Spokesperson says; Sometimes beauty never changes 425hp Hemi engine, 6 speed trans. & 20" chrome wheels, to capture the essence & vibrant colors of the all new 2009 Dodge Challenger you need a film thats time tested & stands out from all the rest....Kodachrome 64. Music fades.

Dodge & Kodak can split the ad fee since both aren't fairing well at the moment & you will be targeting a niche market for both because guys that buy this car may be the ones to buy this film. Just be sure that the car is standing still.

[amateriat]

I was just thinking "Like 36 Frames of Ninja", but then realized that would better suit Fuji Natura 1600...


- Barrett

[amateriat]

Originally Posted by Keith

Kodachrome ... for those occasions when you do shoot the messenger.

Yep...definitely will do for selling it in Oz.

(Which reminds me of the jingle for Coke from The Coca-Cola Kid, a movie which came from Oz: "Life by the throat/when you're drinking Coke.")


- Barrett

[Seele]

The point is that Kodak is slashing its own throat: while claiming that there is no great demand for film on one hand, they keep telling people that film is dead, so shoot digital.

But back to the commercial idea: appeal to the digital users on their own terms:

"TWELVE GIGAPIXELS PER FRAME"

Just a thought.

[Trius]

Originally Posted by mervynyan

if they can lower the price, the stuff will sell itself.

At $8 a pop, plus $7 to develop, well, I will find the cheapest chrome in fuji.

Except it ain't Kodachrome, is it? ...

Originally Posted by Roger Hicks

Dear Matt,

And compete with yourself.

That's why Ilford dropped that one.

You can't sell a premium product that way.

Cheers,

R.

If things go the way I guess they may, they won't be competing with themselves. Freestyle (and likely others in other regions) will be their marketing department. Rampant musing/speculation on my part, so don't shoot the speculator, eh?