Today, the trendy, fast-paced and hipster-controlled world has all but eradicated the need for the shoe polish industry. Most of our society sees shoe polish as a low involvement, infrequent purchase product, allowing for very few prime opportunities for Kiwi to break back into the minds of their consumers. However, there is still a demand for professionals who need to wear dress shoes to work. This new campaign breaks through the clutter by creating an emotional connection between men and Kiwi Shoe Polish.
The "Like Father, Like Son," campaign hopes to position Kiwi Shoe Polish in the minds of working and middle-class males, ages 30 to 65 who must shine their shoes for the office. The idea behind the campaign is that men in general aren't a very emotional gender, except when it come to their children, in this case, their sons. Also at this point in their lives, men recognize the importance of their relationships with their fathers and are grateful for all they have done for them. The ads remind men of the special bond between a father and son, and the connection of generations before them as well as to come. Being around since 1908, Kiwi knows that with generations, comes with tradition. And with tradition comes Kiwi Shoe Polish.
The following campaign includes two print ads, a TV ad, guerilla marketing and sales promotion ideas, and internet marketing ad.
Our first assignment in Strategic Writing was to create an advertisement based on hints given by our professor: it lives in a box, it's silver, and it's spikey. There were two paths to take: One, use your deductive reasoning skills and solve the puzzle and advertise the product you believe to be the mystery item through writing, or invent an object and produce an equally copy heavy advertisement advertising your product. I, being awful at Crossword puzzles, chose the latter. What I came up with is posted below.
As a senior in the University of Missouri Journalism School, with aspirations of bursting onto the advertising scene as a copywriter, I am using this blog to demonstrate my creative abilities through writing, portfolio samples, and a dash of design flare. This is an ever-evolving canvass demonstrating my abilities as a strategic writer. Browse, analyze, complement. The more feedback I get, the better I become, and the higher my chances escalate in finding that perfect right-out-of-school job.
And, if you want to call me, tweet me, mail me, I can be reached at the following:
630.699.8817
@KathNovotny
novotny.katie@gmail.com
