Tweens Say Cheese: KODAK turns the camera on girls.
Kodak takes its first crack at tweens (girls nine to 15, specifically) this fall with an estimated $15 million campaign for Kodak Max disposable cameras. It’s Kodak’s first full-fledged campaign for tweens, and its first foray into back-to-school.
The effort complements heavy summer and holiday marketing to Kodak’s traditional audience. “Our main strategy is to position the camera as the catalyst for fun,” says Greg Johnson, manager of strategic marketing. “To do that, we’ll be where the girls are.”
Print ads break this month, with radio kicking in soon after and TV breaking during September premieres. A tie-in with MTV’s Fashionably Loud concert/fashion show will include sampling among the audience during taping.
In classrooms, Kodak will give away photo-mosaic book covers (via Cover Concepts, Boston) and run ads on in-school TV network Channel One and student Day Planner notebooks. Saatchi & Saatchi, New York City, is lead agency.
For Kodak, tween girls are the most lucrative segment of Generation Y. They’re more likely than boys to own cameras (75% vs. 49%), and say pictures are their most prized possessions. Young girls consider photography as cool as dating, and even hipper than sports or hanging out at the mall, Kodak research found.
