Kodak is axing the film speed classification system from its Kodak Gold range of films in the face of consumer confusion over its meaning.
Instead of using the long-standing ASA (American Standards Authority) numbering system, the company will use new brand names for the films. They are being re-launched as Kodak Royal Gold, Kodak Gold Ultra, and Kodak Gold Zoom.
The films will be the key product for Kodak this year, and will be relaunched in a TV and press drive in June by J Walter Thompson.
“Most people do not know the difference between speeds of films. The idea is to make the choice even easier,” says a spokesman.
Gold Ultra is for most conditions, Gold Zoom will cater for the growth in the compact zoom camera market, and Royal Gold is a sophisticated film for the amateur enthusiast market.
Kodak will promote this film alongside its new Advanced Photo System brand, Advantix, introduced last year. After initial problems with distribution to retailers the industry-wide APS sold well, taking 20 per cent of the 675m UK market.