Polaroid's romance with Lady Gaga

There’s no shortage of celebrities partnering with corporations, but a new venture between Lady Gaga and Polaroid is one that few would have guessed. On January 6, Polaroid appointed the pop star to become the company’s creative director. Not only will she be the face of the brand but also develop a line of “imaging products” scheduled for release late this year.

Polaroid, which was acquired by a private equity firm in 2008 after filing Chapter 11 bankruptcy protection, has had brand image problems for years. Most perceptions of the Polaroid brand fall somewhere between dated and irrelevant. Its products have missed the mark in recent years, fueling continued financial problems.

Undoubtedly Polaroid is hoping that some of Lady Gaga’s trendy cache will rub off on their new product line. Although details of the multi-year agreement are still unknown, Polaroid does intend to leverage Lady Gaga in future marketing campaigns, which includes having a presence at her upcoming tours.

It’s clear Polaroid is betting that Lady Gaga’s next few albums continue to generate the buzz her first two have and that her creative talents are translatable to developing innovative electronics.

The possibility for the partnership to be successful is not out of the question, since Lady Gaga appears to have legitimate creative talent that has already been used to launch a line of headphones. But the bigger issue here is how Polaroid will reconcile its brand heritage and core competencies (instant imaging) with the current fast-paced technological environment. If Polaroid can’t solve this problem, no celebrity – not even Lady Gaga - will be able to dig them out of their brand ditch.

--Mike Witham

***

Mike Witham is a blogger at Vitamin IMC and a student in the Masters in Integrated Marketing Communications program at Northwestern University’s Medill School. She has a pet duck, Phil, who does tricks. She can be reached at michaelwitham2010@u.northwestern.edu.

Pepsi’s Super Bold Cause Marketing Move

It’s tough to imagine the Super Bowl without the Pepsi ads. Full of pop culture, sex appeal and charm, the spendy spots are being benched this year in favor of a new marketing plan. The soda giant is instead re-funneling $20 million of its advertising dollars to the “Pepsi Refresh Project,” awarding grant money to community projects selected by its consumers. The Wall Street Journal offers a comprehensive piece on the decision, but here’s my perspective as an IMC student, armchair advertising critic and Pepsi drinker.

In its current stage – before consumer engagement, attitudes and profit margins are calculated – Pepsi’s strategy is downright applaudable. It likely wouldn’t have had the same effect just two years ago. Back then, we Americans basked in frivolity. Paying $2.7 million for a 30 second first quarter belly laugh was pure bragging rights for many a company. Sure, Pepsi also was likely backed into spending binges by direct pressure from Coca-Cola. To remove themselves from competition on the biggest advertising platform in the world must have more than a few Pepsi executives biting their nails right now. But my prediction is this: it will be worth it, and here’s why:

Word of Mouth. People will talk about the Pepsi Refresh Project because it’s unconventional, risky and doing some good. If it’s possible to change attitudes, this program has more potential than a short-lived advertisement. Remember Mister Splashy Pants?

Social Media. There’s potential for Pepsi to have a bonanza here. Cause marketing works when people are given the power of participatory influence. Viral engagement will lead to an “everybody wins” scenario, including consumers and the communities being served. Oh, and more brand equity isn’t bad, either.

Legacy. If this concept is ultimately profitable, it will not only be a success story, but one exemplifying a true change in consumer behavior. Although copycats will follow, I think Pepsi will be preserved as a heartfelt pioneer because of the level of risk taken on with this program.

So Pepsi, good luck to you. The bubbly Super Bowl ads will be missed, but the Refresh Project is definitely going to be fun to watch.

--Anne Mahoney

***

Anne Mahoney is the Social Media Director of Vitamin IMC and a student in the Masters in Integrated Marketing Communications program at Northwestern University’s Medill School. She is hoping to watch the Vikings take the cake at the Super Bowl this year. She can be reached at AnneMahoney2010@u.northwestern.edu.