Trey Songz, Drake, Pitbull and Rihanna band together for Kodak

By David Kiefaber on Mon Oct 11 2010

Kodak is changing with the times (or rather, trying to catch up to them) by using Trey Songz (above), Drake, Pitbull and Rihanna as hip, young spokespeople for the Kodak 2.0 initiative. All four are involved in the new "So Kodak" campaign by Partners + Napier. Simply put, since digital cameras and photo sharing have completely eclipsed traditional photography, Kodak has to update its image and, to a lesser extent, its business model. There's been a minor controversy over its taste in celebrities, three of whom could be considered unwholesome choices. But it's unfair to lump Rihanna with the rest of them, since what happened with Chris Brown wasn't her idea. In fact, claiming she's somehow an "edgy" figure now because she got beat up is pretty insensitive. Regardless, the speculation is that Kodak thinks courting controversy will reverse its sluggish fortunes. And it might. But in the long run, it needs to compete with the instant gratification of iPhones and Droids, whose photo resolution keeps improving. If they don't have an answer for that, they're screwed no matter what they do.


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