Beginning this week, the 103-year-old company is rolling out a new ad campaign for the business that taps into consumers' frustration with the high price of printer ink. Its slogan: "Print and Prosper."
"Last year America paid $5 billion too much for ink-jet-printer ink," one print ad says, while a television spot likens ink to oil. "The world's most expensive liquid isn't found in the Middle East. It is found in ink-jet-printer cartridges," says the spot's voice-over. Eastman Kodak is spending roughly $30 million on the campaign, says a person familiar with the matter.
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