KIWI® Shoe Care Unveils New National Consumer Ad Campaign

EXTON, Pa., Sept. 9 /PRNewswire/ -- KIWI Shoe Care, part of Sara Lee Corp. (NYSE: SLE), today announced the launch of its new national consumer advertising campaign designed to educate and inform about the way consumers think about shoe care with a back to basics approach. The first ad will run today in the Sports section of USA Today.

A household brand name for nearly 100 years, consumers have always known KIWI for its original paste polish product, but today's KIWI goes beyond the traditional tin. The brand has innovated its product line with boot and suede protectors, shine sponges and women's comfort cushions.

"At KIWI, we want to show consumers that they can change their spending habits just by taking better care of what they already have – which is something consumers are looking for in today's economy," said Bob Clark, Marketing Director of KIWI Shoe Care. "As a result, our new ads will take a unique approach to drive home the concept of caring for one's shoes and demonstrate the value and savings it can bring to one's household."

The new KIWI ads will focus on how shoe care is easy and convenient. This fall, KIWI will be capitalizing on today's popular suede boots trend by leading with boot protectors. In the spring, the focus will shift to shoe comfort products that make sandals and open-toed shoes more comfortable. From "Save the Suede" and "Serious Protection" to "Comfort Therapy," the headlines and product focuses will demonstrate the importance of taking care of one's shoes and feet to ensure consumers are always putting their best foot forward – and saving money by protecting what they have.

In addition to USA Today, KIWI will be rolling out its new advertising campaign in Lucky Magazine, All You Magazine, and on RealSimple.com and Artofmanliness.com. For more information on KIWI products and where to buy them, please visit www.kiwicare.com or follow us on Twitter @KIWIShoeCare.

About KIWI

Since 1906, KIWI has viewed shoes as a key part of personal grooming and its products as an important part of projecting a certain image to the world.  This belief remains true today as KIWI is now sold and marketed in almost 200 countries worldwide.  As an integral brand within Sara Lee Corporation's Household & Beverage Division since 1984, KIWI remains the world's number one shoe care brand offering Show Polish, Cleaners, Insoles and Shoe Laces. For more information on KIWI, visit www.kiwicare.com.

About Sara Lee Corporation

Each and every day, Sara Lee (NYSE: SLE) delights millions of consumers and customers around the world. The company has one of the world's best-loved and leading portfolios with its innovative and trusted food and beverage brands, including Ball Park, Douwe Egberts, Hillshire Farm, Jimmy Dean, Sara Lee and Senseo. Collectively, our brands generate nearly $11 billion in annual net sales. Sara Lee has approximately 33,000 employees in its continuing operations worldwide. Please visit www.saralee.com for the latest news and in-depth information about Sara Lee and its brands.

SOURCE KIWI Shoe Care