Kiwi - A shining example of communication success

This case study spans some 36 years since the launch of Kiwi shoe polish in South Africa in 1968, covering a period of consistent and focused campaigns which have grown both market share and sales figures.
Agency: TBWA\Hunt\Lascaris\Johannesburg (South Africa)Authors: Annelie Strydom, Margaret Larkins, Mike Mina and Daryl Bennewith

Kiwi Shoe Polish

A Shining Example of Communication Success

INTRODUCTION

The Kiwi case history spans some 36 years since its launch in South Africa in 1968.

During this time the Brand has achieved progressive and remarkable results.

The Brand journey has not consisted of fragmented, unrelated activities, but rather of consistent and focused campaigns, which have grown both market share and sales figures.

This sustained advertising and communication effort and the Brand performance can be divided into four distinctive phases.

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