EXTON, Pa. — KIWI Shoe Care has begun a new national consumer advertising campaign designed to educate and inform about the way consumers think about shoe care with a back to basics approach.
The Sara Lee Corp. brand said Thursday that the first ad appeared this week in the Sports section of USA Today. The company noted that while consumers have known KIWI for its original paste shoe polish product, the venerable brand "goes beyond the traditional tin" and has innovated its product line with boot and suede protectors, shine sponges and women’s comfort cushions.
"At KIWI, we want to show consumers that they can change their spending habits just by taking better care of what they already have, which is something consumers are looking for in today’s economy," stated Bob Clark, marketing director of KIWI Shoe Care. "As a result, our new ads will take a unique approach to drive home the concept of caring for one’s shoes and demonstrate the value and savings it can bring to one’s household."
The new KIWI ads will focus on how shoe care is easy and convenient, according to the company. This fall, KIWI will be capitalizing on today’s popular suede boots trend by leading with boot protectors. In the spring, the focus will shift to shoe comfort products that make sandals and open-toed shoes more comfortable.
From "Save the Suede" and "Serious Protection" to "Comfort Therapy," the headlines and product focuses will demonstrate the importance of taking care of one’s shoes and feet, the company said.
Besides USA Today, KIWI will be rolling out its new advertising campaign in Lucky Magazine, All You Magazine, and on RealSimple.com and Artofmanliness.com.
