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October 19, 2007

Kiwi targets female shoe-a-holics with roadshow

Leading shoecare brand Kiwi has launched a two-month roadshow through brand experience agency i2i Marketing to drive awareness and sales of its new Smiling Feet range of transparent gel cushions among female consumers.
The new roadshow is touring 35 Tesco stores with a specially designed Shoe-a-holic meeting point for female shoppers, housed inside a 14 square metre lime green marquee, complete with a giant red ladies’ shoe. Here, a team of branded Shoe-a-holic Advisors will interact with them, demonstrating a range of products, including new Kiwi Smiling Feet range, Foot Silk spray and Quick ‘n’ Clean shoe wipes.

The roadshow kicked off on the 11 September at Tesco in Abingdon and
finishes on 28 October at Tesco, Scunthorpe.
As well as learning about the different products in Kiwi’s female range, participating women have received a free sample pack of Quick ‘n Clean wipes, plus a leaflet and money-off coupon. To drive immediate conversion to purchase, anyone buying Kiwi products in-store that day can return to the stand and enter a lucky dip game for a chance to win a £500 shoe shopping spree.

“By choosing experiential activity to launch the Kiwi Smiling Feet campaign, not only do we create live excitement around the Kiwi brand, but we can give our customers an experience of real value and purpose,” said Camille Sequin, brand manager Kiwi UK. “It is the perfect way to keep to the brand at the forefront of consumers’ minds as they shop in-store.”
Commenting on the campaign, Bruce Burnett, chief executive of i2i Marketing, said: “Kiwi is a brand with a great heritage, but one that is still largely associated with men’s shoes. Yet most women own far more pairs of shoes than men, and now Kiwi offers a wide range of products to help keep ladies’ shoes and feet in peak condition. This educational roadshow brings that message to life in a fun and engaging way for thousands of female shoe-a-holics.”

For more information, visit www.myshoeheaven.co.uk
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