Polaroid Hooks Up With Lady Gaga

By: Nate Nelson (Contributing Writer)

Polaroid recently announced a new initiative for their fading global brand, including signing a new, popular, and often-obscured face: Lady Gaga.

In a clear nod to a new generation and a new direction, Polaroid has signed a multi-year deal with Gaga, who will serve as the creative director and market a special line of co-branded products. Although no details were mentioned, the deal is almost certain to include advertisements featuring Gaga; as well as her doing crazy, Lady Gaga-esque things while representing Polaroid. She is scheduled for appearances at Polaroid’s booth at International CES 2010

Recently purchased out of bankruptcy by venture capital firms, Polaroid is seeking to reposition as a licensing company where it can find markets on which to utilize its brand value and global recognition. Polaroid is also bringing their instant camera line out of retirement with the release of the PIC 1000, an up-to-date version of their classic OneStep camera that will utilize their Color 600 Instant Film.

Once a major brand and concept in the photo industry, the appeal of Polaroid’s instant film cameras disappeared when better quality digital imaging became affordable. By agreeing to a deal with Lady Gaga, Polaroid is reaching out to a generation that may never have used an instant film camera. The pop singer enjoyed a remarkable year in 2009, selling over eight million copies of her debut album “The Fame,” with five of the singles reaching number one on Billboard’s charts.

(via CNNMoney.com)