Winner: Ketchum and Kodachrome: KODACHROME's Retirement: Developing a Positive ImageWhen Kodak decided to discontinue its 74-year-old film Kodachrome, it sought the help of Ketchum to handle the shift. The film company had dealt with protests and picketing concerning past discontinuations, and worked with Ketchum on a campaign to make the process as smooth and painless for consumers and the company as possible.
The ultimate objective was to minimize unflattering coverage and negative perception, while celebrating the close of a long-running brand. ...