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Kiwi Shoe Polish Aims to Escape Invisibility

Can an irreverent campaign help a venerable product named after a flightless bird fly off the shelves? That is the ambitious goal of the campaign now under way for Kiwi, the line of shoe care products that dates to 1906. Kiwi is sold in almost 180 countries by the Sara Lee Corporation, the packaged-goods giant that also markets brands like Ball Park, Champion, Jimmy Dean and Hanes.

Read the whole story at The New York Times, December 14, 2004 »

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