• by Sarah Mahoney , Yesterday

Kohler’s new “Bold. By Choice.” campaign aims to set homeowners free—encouraging them to mix, match, and design without fear. Produced by Casey Unterman and photographed by Leeor Wild, the work highlights how deeply people connect to their kitchens and bathrooms. Kanika Ajmera, the Wisconsin-based brand’s senior director of marketing, tells Marketing Daily how the campaign fits into Americans’ changing relationship with home design.

This interview has been edited for length and clarity.

Marketing Daily: What’s driving this new work?

Kanika Ajmera: Kitchens and bathrooms are the two spaces people most want to get right. They’re the rooms with the most emotional weight and the highest degree of intention. Our goal is to inspire—through partnerships like our Laura Kim collaboration and our “Colors of Nature” campaign—to help people see what’s possible. T

his collection speaks to the desire for personalization. It gives consumers choice: different spouts, finishes, and forms that can be combined to create a one-of-a-kind look. People can curate their space however they choose, and that freedom is what “Bold. By Choice.” celebrates.

Marketing Daily: With the housing market slow, are people still investing in these projects?

Ajmera: Definitely, though how they invest has changed. Since the pandemic, kitchens and baths have evolved into wellness spaces as much as functional ones. They’re about health, self-expression, and restoration.

if people aren’t doing full remodels, they’re making thoughtful updates—adding a workstation sink for better meal prep or a bidet seat for an elevated self-care routine. The frequency of big renovations may dip, but engagement with the category stays high because home has become a refuge from the chaos outside it.

Marketing Daily: Consumers used to buy matching sets—a sink, tub, and hardware that all belonged together. Now design feels more eclectic. How is Kohler adapting?

Ajmera: Collections still matter, especially for people who want a cohesive look or an easy path through design decisions. But there’s growing appetite for personalization. More people want to mix materials or blend styles to reflect how a space makes them feel, not just how it looks. That’s the freedom we’re trying to encourage.

Marketing Daily: Kohler has a luxury image but sells across price points. How do you define your positioning?

Ajmera: We’re a large brand with a broad portfolio—serving many different needs, budgets, and audiences across categories like vanities, mirrors, toilets, and faucets. It’s hard to define a “typical” Kohler customer because we talk to anyone creating a space that represents their values and sense of self. Whether you’re an architect, designer, or first-time homeowner, we want to be the partner that helps you bring that vision to life.

Marketing Daily: You’ve got more than a century of heritage and even invented the modern bathtub. How do you keep the brand feeling modern?

Ajmera: It can be challenging. We have an incredible history of innovation, design leadership, and craftsmanship—but we stay top of mind by pushing beyond boundaries. That ongoing habit of innovation is what keeps us relevant.

Marketing Daily: Smart toilets and bidet seats have been trending for a while. Are they finally mainstream?

Ajmera: Awareness and curiosity are growing, especially as people connect hygiene with overall wellness. I wouldn’t call adoption “mainstream” yet, but interest is climbing steadily as consumers learn more about the health and sustainability benefits.

Marketing Daily: How do you balance messaging for consumers versus trade professionals?

Ajmera: We try to take an integrated approach. It's about trying to meet our target audience, whether that's a homeowner or a designer or a builder contractor, where they are in the journey. And ultimately, we are one brand, and hope to one brand experience. We’re watching multiple metrics from many verticals – the ability to drive brand buzz, engagement, and unaided awareness in a particular context. But it’s one integrated plan, to create that one integrated brand experience.