Kodak is a brand known for its traditional instincts in the business sector, but, that might be on a change; very swiftly. Their new aggressive marketing tag ‘Print and Prosper’ is soon catching consumer’s eyes and ears in this recession-hit economy. The tag emphasises on the economic prints that their printers offer and yet after using their printers, one can still prosper. Eye catching!!!

This new strategy has been led from the front by Kodak’s new chief marketing officer, Jeff Hayzlett who believes that if there isn’t much tension around, it doesn’t feel like he’s working. This campaign is planned to hit UK, USA and Canada in its first phase, and based on the response, will spread to other pockets.

In a complete makeover, the company has decided to ditch some of its old slogans that brought Kodak the fame – “You push the button – we do the rest” and “Share moments, share life.” Instead, Mr.Hayzlett is looking for avenues and phrases that can boost sales in these troubled times. Apart from these, he is participating in a reality-TV show called ‘The Celebrity Apprentice’ to boost the company from all angles.

The price of prints is hefty currently, and analysts have rightly coined the term ‘rainbow gold’ for printer inks. One print ad goes on to state that the world’s most expensive liquid isn’t found in the Middle East, but in ink-jet-printer cartridges.

Mr.Hayzlett can only choose the bait and throw it in the pond. Whether it will entice the fish or not will be known in days to come.