“Never Too” is Kohler’s first new brand campaign since 2008, which is meant to appeal to a niche target audience of style enthusiasts.
The brand worked with DDB Chicago on the campaign, which aims to return the brand to its specialist, design leadership roots with artistic creative. This is DDB Chicago's first campaign with the brand.
For the spot “Never Too Timeless,” which features the vintage-inspired artifacts faucet collection, the idea was to take different ages, from Victorian to deco to fifties, and stitch them together.
DDB Chicago’s chief creative officer John Maxham said that although the campaign is still in its infancy, the real message is that each person should embrace whatever their personal style is.
"There's no such thing as embracing your style too much or pushing it too far, and Kohler can help you take it to the next level," he said.
He added that Kohler has an incredibly wide range of products, and that even people under a particular budget can draw inspiration from the ads and "find a particular Kohler product that they can get at this moment."
The campaign includes integrated TV, print, and digital components in its first rollout. Further creative is set to launch in the summer.