Kiwi Shoe Polish

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.