These 10 Comeback Brands Maximized Their Moment and Recaptured Their Cool Factor

Polaroid Originals

When the point-and-shoot, idiot-proof instant camera, the OneStep, launched in 1977, it was a runaway hit, and Polaroid was producing 5,000 units a day within a year, pulling in $3 billion annually at its peak. But the masses eventually lost interest, and digital photography became the go-to for capturing images (and taking selfies). There were two bankruptcies and six CEOs in the 2000s before investors and die-hard film fans resurrected the flagship brand and last year debuted its sister division, Polaroid Originals. It launched with the OneStep 2, a “recognizable descendant” of its predecessor, says Martin Franklin, head of global marketing. Though nostalgia is providing “a serendipitous tailwind,” the privately held brand is modernizing its product (special-edition film with metallic and rainbow frames instead of the traditional white border), diving heavily into content marketing and collaborating with Saint Laurent, David Lynch, Ryan McGinley and other artists (heirs apparent to Andy Warhol, David Hockney and Robert Mapplethorpe) to target Gen Zers and millennials. A Parker Day print campaign, “Still Got It,” with Baddie Winkle captured decades of quirky style this spring. Analog photography is “incredibly relevant,” Franklin says, because it forces people “to slow down, to be present, to make the most of important moments.”

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