Kohler, best known for its design and manufacture of kitchen and bath products, has tapped Milwaukee-based Hanson Dodge (HD) to handle media duties for the launch of its new wellness brand, Sprig. HD’s appointment followed a formal review.
It's HD’s first work for the client who is handling creative duties for the new brand in house.
The Sprig product line includes shower infusion systems, bath bombs and mists, designed to “transform everyday bathroom moments into spa-like experiences.”
Sprig will be marketed exclusively online and direct-to-consumer starting this month. Hanson Dodge is handling all media, as well as producing a digital video that will accompany the launch.
In addition to an array of online platforms influencer marketing and other activities are being planned.
“With our rich history of creating award-winning spa destinations, Sprig represents an evolutionary opportunity for Kohler to extend this experience further into the home,” said Stephanie Krickeberg, associate marketing director at Kohler. “The shower is a place where consumers go to relax, reset and recharge, and Sprig helps people make the most of that pocket of personal time.”
The selection of HD, she added, was “based on their experience in developing full-funnel marketing strategies that bring new products and brands to the market.”
The launch campaign will drive awareness for the Sprig brand and product line, including what the company calls a “first-of-its-kind" shower infusion device. In addition to planning and implementing the media HD will evaluate the campaign’s effectiveness.
Asked why the firm is taking a D2C approach, Krickelberg replied, “We wanted to make sure that Sprig was easily accessible to our consumers. Additionally, we knew with a new-to-world product like Sprig, the storytelling was important. We felt that would be best achieved direct-to-consumer.”
HD launched its media practice in 2019. The main idea was to “create greater synergy and control over all the elements in a marketing campaign,” said Stacie Boney, president of Hanson Dodge.
“We’re excited to bring our media expertise to Sprig as we work together to show how these self-care experiences are anything but ordinary — they are taking their next great leap,” added Boney.
HD has been doing D2C work in some form for over a decade, said Boney. “However, requests for D2C work have accelerated over time, with true full funnel programs being implemented beginning in 2018/19.”
Kohler is the latest national brand to partner with Hanson Dodge. Other national clients include Charcuterie Artisans (Creminelli), Keen footwear, Now vitamins and supplements and PurposeBuilt Brands (Green Gobbler).