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 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 one's shoes became more of 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. Hanlon Creative was engaged to shift the pendulum by creating awareness and consideration for these new product lines. The award-winning miniatures campaign ultimately grew category revenue by 21 percent the year it launched.