Hanson Dodge Named Media Agency Partner for Sprig, Kohler’s New Wellness Brand

Kohler Co., one of America’s oldest and privately held companies, is partnering with Milwaukee-based Hanson Dodge (HD) to help support the launch of its newest brand, Sprig.  

Sprig is a wellness brand that 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. The bath bombs and sprays launched last Fall; the shower infusion device began shipping earlier this month.  Full marketing support starts in June.  HD is handling the media portion of the launch.

“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.” She added, “We have high hopes for Sprig and chose Hanson Dodge to be our media partner based on their experience in developing full-funnel marketing strategies that bring new products and brands to the market.”

The goal of the introductory marketing campaign is to drive awareness of the Sprig brand and its full line of wellness products, especially the first-of-its-kind shower infusion device.  HD is developing, planning, trafficking and implementing the media portion of the launch campaign and will also evaluate the campaign’s effectiveness. HD has also produced an online and connected TV video that focuses on the new shower infusion device and how it helps transform the standard routine of showers into wellness rituals.  

Kohler is taking a D2C approach to launching Sprig.  Said Krickeberg, “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.”

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).

Learn more at StepintoSprig.com