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Kiwi 'Smiling Feet' experiential marketing

Agency: i2i Marketing

Client: Kiwi

The Sara Lee shoe-care 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 amongst 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 14m2 lime green marquee, complete with a giant red ladies shoe.

A team of branded ''Shoe-a-holic Advisors' will interact with female consumers, demonstrating a range of products including new Kiwi ‘Smiling Feet’ range of transparent gel cushions, ‘Foot Silk’ spray and ‘Quick 'n Clean’ shoe wipes.

As well as learning about the different products in Kiwi's female range, participating women will be given 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.

CEO of i2i Marketing, Bruce Burnett, 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 tip top condition.”

He added, “This educational roadshow will bring that message to life in a fun and engaging way for thousands of female 'shoe-a-holics’."

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