Sara Lee Applies The Polish

from NT Times: Kiwi, a line of shoe care products that dates to 1906, is sold in almost 180 countries by the Sara Lee Corporation, the packaged-goods giant that also markets brands like Ball Park, Champion, Jimmy Dean and Hanes.
After several years of little or no marketing support for Kiwi, Sara Lee is running print advertisements in a variety of national magazines. The ads, created by the Richards Group in Dallas, use sassy humor to try to stimulate demand for the brand. With the Kiwi campaign, which carries the theme “Look Sharp,” Sara Lee joins a growing list of companies – among them Brown-Forman, Coca-Cola, Colgate-Palmolive, PepsiCo and Unilever – that are increasing marketing budgets for aging or neglected brands.
Editor’s note: Interesting…maybe aging or neglected ad folk can find work helping consumer brands with a like fate.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. I wonder when Kiwi will come out with a sneaker polish? If they stick the Nike “swoosh” on it, they could sell a billion cans. Make the cans silver and reflective, then bling bling all the way to the bank.
    By the way, go on Nike’s corporate website and you will find the story of the swoosh, along with the gleeful admission that they paid the designer a grand total of $35 to come up with it.
    She may have designed it in something like 1975, but THIRTY-FIVE DOLLARS? Wow. All sweatshop work doesn’t leave the country after all. Good for them.