Did you know that your shower can be a wellness center? Neither did we, which is why it was nice to learn that indie Hanson Dodge picked up media duties for Kohler’s Sprig.
The new wellness brand from Kohler “elevates daily routines into premium self-care rituals through a product portfolio that includes innovative shower infusion systems (with shower infusion pods), premium bath bombs, and versatile body and linen mists.”
We presume that’s code for no more shaking eucalyptus drops into the shower steam and hoping for the best.
In all seriousness, it’s a big deal. Who wouldn’t want to start (or end) the day feeling more balanced after a bath or shower?
Hanson Dodge gets the nod for the introductory marketing campaign to drive awareness and kicks off with a spot that highlights the Sprig shower infusion device (goes to the website to buy).
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).
A little more from Hanson Dodge
Stacie Boney, President, Hanson Dodge
Are you looking to take Sprig slow-burn, big-splash or somewhere in-between?
As a first-of-its-kind shower infusion device, our initial goal is to build excitement, interest and awareness for the brand via a direct-to-consumer approach which allows for deeper storytelling and a chance for consumers to learn more about the product. That’s what our launch plan is designed to do.
What is the general brief from the client, outside of the obvious “sell the product?”
Hanson Dodge was selected to be Sprig’s media partner. We were tasked with creating a plan that could meet the brand’s consumers where they are. That includes a variety of online platforms and activities. We also know influencers and advocates of the brand are super important. And because we are handling all planning and buying, we can monitor results very closely and optimize the plan continuously.
Being Midwest, do you think Hanson Dodge has a uniquely interesting POV since the brand is based in Wisconsin? Why is that?
We want to think that we have a point of view regarding how best to help our clients succeed that is entirely independent of our location. We aim to help our people and clients take the next great leap. And we do that by creating an environment where both our people and our clients can come together to work collaboratively and do their best work. It’s that simple. And the fact that Kohler is the latest national brand to put their trust in us suggests that promise is appealing. That said, there was a benefit to being located nearby our client. They needed to move fast and be nimble, and getting together in-person helped build trust, pull plans together quickly and boost confidence to ensure success.
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Doug Zanger is the founder and editor-in-chief of Indie Agency News. He is also the founder of the Creative Bohemian consultancy, lives in the Pacific Northwest and is insufferable about it.
