The Kodak of 1888 used a series of advertising slogans that managed to popularize the brand and make it visible by the time the new models of the brand were out. These slogans have become iconic for the Kodak brand, since they made the universalization of photography possible. That original Kodak camera sold at a retail price of $25 ($ today) and had a simple and practical system to shoot the photographs, a combination that did not exist on the market until then. In fact, the slogan used on Kodak's billboards and in other advertisements stated, "You Press the Button, We Do the Rest". The phrase intended to highlight the ease that the Kodak camera provided in photography and post-development.