Milwaukee, WI, November 2, 2021 -- The retro tech enthusiasts at Retrospekt have teamed up with Pepsi to launch the coolest, crispest, most refreshing Polaroid camera yet. The official Polaroid 600 Pepsi instant film camera features a brand new throwback design built using refurbished internal photographic components—taken directly from vintage Polaroid instant cameras made in the 1980s and ‘90s—and wrapped in a newly molded blue exterior that celebrates the joy of Pepsi's iconic branding from years past.
The cameras are created in Milwaukee, Wisconsin by Retrospekt—the official Polaroid licensee working with the brand to revive vintage analog cameras. Retrospekt blends old and new by sourcing the internal components from vintage Polaroid cameras and restoring them to work just like new. They then add freshly-minted exterior housings molded to the exact same specifications as the original Polaroid 600 camera bodies, and finish up by packing each camera in a new, Pepsi-inspired box. Using refurbished vintage camera internals offers a pure and undeniably authentic instant film experience while reducing some of the unnecessary waste associated with new manufacturing.
This isn’t Pepsi’s first time in the instant film spotlight. “In the 1980s, Polaroid produced a limited number of cameras that made use of the then-current Pepsi branding,” said Michael Kempen, Retrosepkt’s Creative Director. “As the years go by, they’re becoming increasingly difficult to find—but demand is still high. The continued interest year after year put this at the top of our list of collaborations we wanted to bring back.”
While their photographic capabilities might be the same, this new release is far from a mere copy. “When we went to create a new camera with a throwback feel, we didn’t want to rehash what the original camera had already done. Pepsi has always had a really strong supporting graphic style that goes beyond just soda cans. It’s executed across a variety of products and applications,” Kempen added. “For us, the period in the early-to-mid 90s stuck out as a prime example of this. And, since Polaroid was still producing this style of camera into the ‘90s, it means these logos and brand elements are an authentic fit for the camera’s original era.”
The Polaroid 600 Pepsi Instant Film Camera, officially licensed by both Polaroid and Pepsi, will be available online directly from Retrospekt.com for $160 starting November 2, 2021. The cameras use Polaroid 600 film (sold separately), most commonly identified by its iconic white border, and are powered by the fresh batteries built into each film pack.
About PepsiCo
PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $70 billion in net revenue in 2020, driven by a complementary food and beverage portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker, Tropicana and SodaStream. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including 23 brands that generate more than $1 billion each in estimated annual retail sales.
About Retrospekt
Retrospekt refurbishes instant film cameras, offering restored vintage models and launching new custom collaborations with both national and international brands—all released as official Polaroid products. Since 2008 they have pursued vintage electronics and the delight of analog technology, breathing new life into Polaroid and 35mm cameras, portable cassette players and classic gaming consoles from their home base in Milwaukee, Wisconsin. Over the last decade, their team has saved over 250,000 devices from the landfill with a comprehensive refurbishment process that faithfully restores each item to perform like it did the day it was originally manufactured.
In an increasingly fast-paced world, it can be easy for digital convenience to become digital overload. Retrospekt hopes the items they offer will provide people an opportunity to slow down, step back and enjoy a more tactile and intentional experience. Visit retrospekt.com for more information on Retrospekt and its offerings.
About Polaroid
Polaroid was founded by Edwin Land in 1937 as an icon of innovation and engineering. The company first produced ski goggles and 3D glasses for the US Army and Navy. It wasn’t until 1943 when Land’s daughter asked why she couldn’t see a photograph of herself immediately that the idea for the instant camera was born. In 1947 it became a reality with the first ever instant camera.
It was the introduction of the breakthrough Polaroid SX-70 camera in 1972 that launched instant photography as we know it today, followed by landmark innovations such as the original OneStep, instant color film; and the Polaroid 600 and Spectra cameras and film formats.
In the 1990s and 2000s, the swift rise of digital technology eclipsed instant photography and Polaroid announced the end of instant film production in 2008. But that was short-lived; a dedicated group of instant photography fans under the name ‘The Impossible Project’ saved the last Polaroid factory in the Netherlands. Since then, they have been the only people in the world making film for vintage Polaroid cameras.
In 2017, The Impossible Project relaunched as Polaroid Originals: a brand dedicated exclusively to Polaroid’s original analog instant photography products. Bringing analog instant photography back under the Polaroid umbrella was a significant milestone, but it was not the end of the journey. In March 2020, Polaroid took the next step and became one brand, with the one name: Polaroid.
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