Polaroid: How living for a moment gave Polaroid a future

Despite a range of new products launched in 1992 Polaroid had been unable to compete with the 35mm film sector. The 'Live for the Moment' campaign capitalised on the product's 'instantness' and with TV advertising and Spice Girl sponsorship sales stopped their decline. According to RDSI qualitative research the advertising had affected purchase intentions and consumer attitudes. Ownership increased particularly amongst the young