Sara Lee Corporation (US)

The brand name Sara Lee is associated in most people's minds with American-style cheesecake and other bakery products. But Sara Lee Corporation's portfolio has gradually extended to house a clutch of clothing, coffee and housecare brands. Hanes, Playtex and Wonderbra underwear, Douwe Egberts, Kiwi Shoe Polish, Brylcreem hair gel and Radox bath salts were all acquired in the 1980s and 1990s, turning Sara Lee into a substantial global group with annual sales over $18bn. Substantial, yes, but arguably unfocused as well, and in 2005 the group began breaking itself up, with a plan to divest all of its apparel brands and become a more focused food, beverage and household products business. The North American apparel business was spun off in 2006 as Hanesbrands. Advertising Age estimated global measured advertising expenditure of $342m in 2005, making Sara Lee the world's #82 advertiser. Click here for the Adbrands.net profile (subscribers only); or subscribe to Adbrands.net here. Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets.

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Sara Lee Corporation

Sara Lee Bakery	Pickwick
Hillshire Farm	Douwe Egberts Coffee Systems
Best's Kosher	Sanex
Jimmy Dean	Zwitsal
Imperial	Ball Park
Earthgrains	Delial
Senseo	Vapona
Bio-Tex	Jacqmotte
Sara Lee Deli	Bryan
Douwe Egberts	Kiwi
Piazza d'Oro	Natreen
Iron Kids	Cafitesse
CroustiPate	Bimbo

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