Polaroid sets $15 million ad campaign aimed at women

CAMBRIDGE (Bloomberg) — Polaroid Corp., the biggest maker of instant cameras and film, said it will begin a $15 million television advertising campaign aimed at women to reverse slowing sales growth. The three-month campaign, created by Chicago-based Leo Burnett Co., targets women age 35 to 64 with ads that began airing last week on cable and network shows, including “Who Wants to Be a Millionaire” on Walt Disney Co.’s ABC network, Polaroid said. The Cambridge, Massachusetts-based company wants to return to profitability after a loss in the fourth quarter. Competition from digital photography has eroded the appeal of instant cameras and film, analysts have said.