Kodak’s New Ad Campaign: Cheaper Ink

by erica ~ March 30, 2009

When digital cameras began pushing out traditional film companies about ten years ago, Kodak shifted its business focus to printers, ink and digital photo services.  

Now, as the economy has everyone looking to save on just about everything - The Wall Street Journal reports that Kodak’s newest campaign includes print ads and television spots that highlight the high prices of printer ink, which is affecting consumers - and how Kodak is a more affordable option.

Amusing phrases like “Last year America paid $5 billion too much for ink-jet-printer ink,” and “The world’s most expensive liquid isn’t found in the Middle East. It is found in ink-jet-printer cartridges,” can be seen throughout this campaign.

“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,” says Jeffrey Hayzlett, Chief Marketing Officer and Vice President, Eastman Kodak Company, in the company’s press release.

Also, by going to 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.

After visiting Kodak’s site, I noticed that these printers range from $99 to $299 and the ink cartridges range from $9.99 for a single and $24.99 for a combination package, which I think is a great and reasonable deal! It’s interesting to watch the leaps that Kodak and other image innovators will be making as technology improves.

Erica Berkovich is an Associate Account Executive at Mediashop PR.  She is currently pursuing a Masters degree in Corporate Communications at Baruch.