I posted these pics in the MinkSheen thread, but you don't get shine like this from shampoo alone -- you grow a good coat from the inside out and then take care of it with a good quality shampoo.
Remember, Peppy is a "farm" dog and is allowed to go outside and play, under constant supervision, of course. He rolls in the grass, chases barn kitties, generally acts like a dog. Just imagine what his coat would look like if he were kept inside and his coat wrapped.