I found this New York Times article about Sara Lee's Kiwi shoe polish pretty interesting. The company's new ad campaign is designed to get people to use more of the shoe polish they already own. It kind of reminds me of baking soda... remember when they told you to brush your teeth with it, put a box in the fridge and the freezer, and even pour it down the drain (to make it smell better)? Maybe Sara Lee needs to think of some new uses for shoe polish. What would you do if you were running Sara Lee's campaign?

Published on: Dec 15, 2004