KIWI(R) 'Kicks Up Its Heels' With Cheryl Burke as the Face of Its Spring 2010 Campaign
November 25 2009 - 11:00AM
PR Newswire (US)
World's premiere shoe care brand partners with television dance
celebrity to cultivate everyday confidence. EXTON, Pa., Nov. 25
/PRNewswire-FirstCall/ -- KIWI® Shoe Care, part of the Sara Lee
Corporation, (NYSE:SLE), today announced a multi-platform
partnership with professional dancer and two-time Champion of
Dancing with the Stars, Cheryl Burke. In support of this
partnership, KIWI will execute a broad marketing program throughout
spring 2010, focused upon cultivating confidence within everyday
life. Fully supported by consistent in-store and point-of-purchase
promotions, featuring Ms. Burke, in partnership with food, drug,
mass and military retail customers, the KIWI campaign will remind
consumers that they can increase their everyday confidence in small
and swift ways -- such as shining one's shoes. "Our partnership
with Cheryl Burke marks a return to the KIWI tradition of reaching
consumers through innovative marketing initiatives," said Martin
Lind, President of Household & Beverage for Sara Lee
Corporation. "From the dance floor to daily life, Ms. Burke
radiates a certain poise and self-assurance that is not only
admirable but integral to her ongoing success. As an iconic brand
committed to helping our consumers to put their best foot forward,
KIWI recognizes -- and strives to meet -- consumers' desire to feel
such confidence in their everyday lives. Cheryl Burke is the face
of that confidence and we are proud to embark upon this terrific
partnership with her." Ms. Burke is equally eager to engage in this
partnership with KIWI Shoe Care saying, "The opportunity to
represent the best-known shoe care brand in the world is both
exciting and energizing. The KIWI campaign focused upon creating
confidence truly resonated with me since attitude is such an
important part of every performance and of every success. I look
forward to working with KIWI Shoe Care and I know that there is
much we will accomplish together." Set to launch in 2010, Ms. Burke
will not only appear within KIWI national marketing materials but
also, will make certain, limited appearances on behalf of the
brand. For additional information regarding this campaign and/or to
learn more about the KIWI line of shoe care products, please visit
Kiwicare.com. 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
http://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, beverage, household and body care brands, including Ambi Pur,
Ball Park, Douwe Egberts, Hillshire Farm, Jimmy Dean, Kiwi, Sanex,
Sara Lee, Senseo and Bimbo. Collectively, these brands generate
approximately $13 billion in annual net sales covering nearly 200
countries. The Sara Lee community consists of 41,000 employees
worldwide. Please visit http://www.saralee.com/ for the latest news
and in-depth information about Sara Lee and its brands. DATASOURCE:
Sara Lee Corporation CONTACT: Sara Matheu of Sara Lee Corporation,
+1-630-598-8722; or Meg Kane of Vault Communications, Inc. for Sara
Lee Corporation, + 1-610-455-2746 Web Site: http://www.saralee.com/
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