Known since 1906 for its signature polish in a tin, KIWI is the world’s leading shoe polish brand, boasting 53 percent of the global market. Today, the company’s full array of innovative offerings include protective sprays, shine sponges, gel cushions, and much more.
Kiwi was facing declining sales because the tin of polish, which had been the brand’s standard bearer for decades, was a low-frequency purchase. As shining shoes became a novelty, newer, more innovative products such as Boot Protector, Express Shine, Gel Insoles, and Suede Protector represented higher-frequency use and greater growth opportunities. Our goal was to pivot KIWI from a brand built around tradition, to one built around innovation.
To increase brand awareness and consideration for these new product lines we created a content strategy and advertising campaigns solely around them. For the first time in over 100 years Kiwi did not spend any of their marketing budget on shoe polish. This monumental step helped drive sales for years to come, including a 21% increase in category revenue in year one.
Instead of simply adding Kiwi’s new product lines to the dated and busy existing corporate website, we built a microsite dedicated to the outdoor enthusiasts. This allowed us to speak directly to our audience in a language they could easily understand. The site highlighted the most rugged and reliable boot and fabric protectors designed for individuals who worked and lived in harsh conditions.
The success of our efforts was directly tied to the memorable advertising campaign that visually demonstrated the benefit of each product. These creative masterpieces needed no words to communicate our message and were recognized internationally by Lürzer’s Int’l Archive and Communication Arts magazines as some of the best ads of the year.
Hanlon is an unparalleled team of highly creative and committed professionals. Their strategic and results-driven approach helped to transition our KIWI Shoe Care brand from your grandfather’s shoe polish into the 21st-century marketplace.Anna Silvestri Senior Marketing Manager North America, Sara Lee