ROCHESTER, N.Y., Mar. 30 --
Eastman Kodak Company (NYSE:EK) today announced the launch of a global marketing
campaign to support its revolutionary line of all-in-one inkjet printers. Kodak’s
“Print and Prosper” campaign boldly exposes the issue of high-priced ink and
how U.S. consumers overpaid for inkjet printer ink – to the tune of $5.0
billion in 2008 alone.*
Kodak first introduced its consumer inkjet line in 2007 and reinvented the
consumer inkjet printer industry with a new business model – outstanding image
quality, superior image permanence and significant savings on the price of ink.
Consumers worldwide have embraced Kodak’s value proposition and the company’s
installed base of inkjet printers has grown to more than one million units in
the past two years. In 2009, Kodak aims to double that number and is supporting
that goal with a series of marketing investments, including the “Print and
Prosper” campaign.
“Paying too much for printer ink is a financial black hole that consumers
can easily avoid,” said Jeffrey Hayzlett, Chief Marketing Officer and Vice
President, Eastman Kodak Company. “Kodak’s approach is to let consumers know
there is an alternative to high-priced ink. We sell reasonably priced printers
that use reasonably priced ink, which can save consumers who print a lot on
average $110 per year on ink.* That’s powerful – especially in this
economic environment.”
‘Print and Prosper’
Kodak’s “Print and Prosper” campaign highlights today’s harsh economic
climate and offers consumers a solution to help them save money. Bold campaign
headlines will urge consumers to switch to Kodak and stop overpaying for
printer ink. A comprehensive global campaign, created by Deutsch NY, launched
March 29in the U.S. and Canada, and will be rolled out in additional countries
over the next several months.
“This is a big, bold idea that doesn’t tiptoe around the issue and lets
consumers know Kodak is on their side,” said Linda Sawyer, Chief Executive
Officer, Deutsch Inc. “Kodak has a longstanding, deep and emotional
relationship with consumers and, by exposing this issue, that relationship will
only become stronger.”
The global campaign is designed to powerfully connect with Kodak’s target
consumer – people who print a lot -- via television and newspaper placements,
social media and websites like www.printandprosper.com. The
campaign seeks to ignite the conversation around printing cost, bringing the
issue of overpriced ink to the forefront.
In November 2008, Kodak tapped Deutsch to support the company’s inkjet
marketing initiative in collaboration with longtime agency partners Ketchum
Communications (New York, N.Y.), for public-relations, and Partners + Napier
(Rochester, N.Y.), which handles business-to-business marketing.
How Much Do I Really Spend on Ink?
By going to www.printandprosper.com, consumers
can calculate in seconds how much they overpaid for ink and how much they can
save with Kodak. The personalized numbers, based on printer type and usage,
demonstrate that a switch to a KODAK
All-in One Inkjet Printer will help consumers print more and pay less.
Kodak has also engaged Laura Rowley, an ardent consumer advocate and financial
expert, to help expose the issue of high-priced ink and uncover other ways
consumers can trim costs at home. Rowley writes a Yahoo! Finance column and
personal blog about finance and value. Another effort to help consumers save
money is Kodak’s iVillage “Stretch Your Dollar” Community Challenge coming this
May.
*$5.0 Billion Overspent in Inkjet Printing
Based on 2008 U.S. annual desktop printer ink revenue and average ink
savings using KODAK ESP 3/5/7/9 All-In-One Printer for documents and photos vs.
average ink costs of comparable consumer inkjet printers. Actual results may
vary. Go to http://www.kodak.com/go/inkdata for
details.
*Save on Average $110 a Year on Ink
Results based on average annual print volumes compared to leading consumer
inkjet printers. Actual results may vary. For more information visit kodak.com/go/inkdata.
About Kodak
As the world's foremost imaging innovator, Kodak helps consumers,
businesses, and creative professionals unleash the power of pictures and
printing to enrich their lives.
To learn more, visit http://www.kodak.com and follow our blogs and
more at http://www.kodak.com/go/followus.
More than 75 million people worldwide manage, share and create photo gifts
online at KODAK Gallery --join for free today at www.kodakgallery.com.
Kodak is a trademark of Kodak.
