In April, Kodak will introduce three improved models to its highly successful range of single-use cameras. Listed at the same RRP as the previous models, the new Kodak Ultra Compact Day (£5.99) and Kodak Ultra Compact Flash (£8.99) are 20% smaller than current models with a look and feel like that of a reloadable camera. Featuring the best lens and best flash of any single-use camera on the market today, plus the latest high-speed Kodak Ultra Max film, consumers will take better pictures than ever before.
The new Kodak Ultra Sport single-use camera is also sure to make a splash, offering better performance and durability and better value at RRP £9.99 (a reduction from current RRP of £10.99). The high quality 2-lens system provides the sharpest pictures of any waterproof single-use camera available today, giving maximum performance at an increased depth of 10 metres (35 feet). In addition, a stylish, shock resistant redesigned casing and rubberised grips for better handling make this camera a must in all extreme conditions.
All three cameras feature new bold, colourful packaging designs to guarantee impact, taking even less space to display than before with a new range of merchandising and POS support to drive sales in-store.
A £6 million heavyweight TV and press campaign will reinforce Kodak's single-use camera activity in 2002. Using the strapline, 'Great pictures anywhere', this is the first time Kodak has invested in TV for single-use cameras and is targeting the campaign over the two key periods of the year for photography - summer and Christmas. The power of Kodak advertising to drive consumers in-store is already well proven and retailers can expect significant demand once the campaign gets underway.
The value of the single-use camera market continues to grow unabated with a rise of an incredible 25% in 2001 to around £93 million at retail. This figure is estimated to rise to around £106 million by the end of 2002. Single-use cameras are high on the list for impulse purchase and offer high levels of return for little space commitment. Almost 50% of sales for the total year are achieved during summer alone and retailers can boost additional sales with prominent display on self-selection in key impulse areas and by using secondary sitings.
Kodak, Kodak Ultra and Kodak Max are trade marks