The campaign “The Kline’s Got the Power” by Kohler centers on the brand proposition that its generators provide reliable, seamless power backup, enabling life to continue unimpeded even during outages. The core promise is that with Kohler, when the electricity fails, daily routines, comfort, and connection remain intact—reflecting the tagline “The power to live boldly.” This positions the product not just as a utility but as an enabler of normalcy, convenience, and even social connection during disruptions.
Strategically, the campaign leverages a relatable and emotionally resonant scenario: a family facing a sudden blackout. By dramatizing the blackout’s immediate impact and then swiftly restoring normal household activities through the Kohler generator, it visualizes the product’s practical value in real-life contexts. The creative angle highlights the generator’s automatic activation, emphasizing ease and reliability without user intervention. The inclusion of neighbors seeking refuge portrays Kohler’s generator as a communal asset that fosters togetherness during hardship, extending its appeal beyond individual utility to social resilience.
The use of the iconic 1990s dance anthem “The Power” by Snap! reinforces the theme of empowerment and energy, aligning the product’s functional benefit with an uplifting mood that counteracts the typical frustration associated with outages. Targeting North American households likely to experience power interruptions, the execution on digital platforms like Instagram, Facebook, and YouTube optimizes engagement with a broad demographic of homeowners interested in home preparedness and comfort technologies. Overall, the campaign combines emotional storytelling and a clear demonstration of product performance to solidify Kohler’s positioning as a trusted power solution that keeps life moving even when the grid fails.
FORMAT#2 SHOW THE PROBLEM — Highlights a relatable problem, then shows the product as the solution.
This campaign clearly follows a classic problem–solution structure: a thunderstorm causes a blackout, immediately establishing a relatable household issue. The creative then demonstrates the Kohler generator’s automatic response—power swiftly returns, restoring normalcy and even facilitating a celebratory neighborhood gathering. The focus is on dramatizing the inconvenience (problem) and seamlessly showing the product as the enabler (solution) that transforms crisis into joy, embodying the line “when you’ve got a Kohler generator, if the power goes out, life rocks on.” The story is tightly framed around the product solving an everyday challenge, making this the best-fit format.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Generac – Market Positioning
Generac is the market leader in home standby generators, known for reliability, innovative technology, and extensive dealer support. Their products emphasize ease of installation and customer service, targeting homeowners who want peace of mind during power outages through durable, affordable, and technologically advanced backup power solutions.
2. Briggs & Stratton – Market Positioning
Briggs & Stratton positions itself as a trusted provider of durable, efficient home generators with a long heritage. They focus on rugged, easy-to-use power solutions designed to deliver consistent backup power, appealing to value-conscious consumers seeking dependable and accessible generator options for emergency and recreational use.
3. Cummins – Market Positioning
Cummins leverages its reputation as a global power leader to offer high-performance residential standby generators. Their strategic angle is premium, industrial-grade quality combined with smart technology integration, aiming at homeowners who prioritize durability, advanced features, and excellent customer service for long-term investment.
4. Honda Power Equipment – Market Positioning
Honda differentiates itself through superior engine performance, fuel efficiency, and quiet operation in portable and home backup generators. Their brand strength in reliability and innovation targets consumers valuing environmentally friendly practices, portability, and smooth power delivery for both home and recreational applications.
5. EcoFlow – Market Positioning
EcoFlow disrupts the home power market with cutting-edge, portable lithium battery generators that emphasize convenience, clean energy, and smart device integration. They appeal to tech-savvy and eco-conscious homeowners desiring lightweight, rechargeable, and versatile power solutions for outages and outdoor activities.
Q: What is The Kline’s Got the Power about?
A: The Kline’s Got the Power is a 2022 campaign created by The Distillery Project for Kohler, targeting the North American household products market. The 60-second film, directed by Andrew Becker of Radical Media and shot in Vancouver, dramatizes a family’s experience during a sudden thunderstorm blackout. The narrative showcases Kohler’s generator automatically restoring power, allowing daily life and social connection to continue seamlessly. The spot culminates in a joyful neighborhood gathering set to Snap!’s iconic track The Power, reinforcing Kohler’s promise that life goes on even when the electricity fails.
Q: What creative device does The Kline’s Got the Power use?
A: The Kline’s Got the Power employs Clapboard’s FORMAT#2 SHOW THE PROBLEM creative device, which highlights a relatable problem followed by the product as the solution. The campaign opens with a thunderstorm causing a blackout, establishing a common household challenge. It then demonstrates the Kohler generator’s automatic activation, swiftly restoring power and normalcy. This clear problem–solution structure dramatizes inconvenience before showing the product’s enabling role, transforming disruption into celebration. This format effectively communicates the brand’s message that with Kohler, life continues uninterrupted.
Q: What is the campaign proposition for The Kline’s Got the Power?
A: The Kline’s Got the Power positions Kohler generators as reliable, seamless power backup solutions that enable daily routines, comfort, and social connection to persist during outages. The campaign targets North American homeowners likely to face power interruptions, emphasizing the product’s automatic activation and ease of use. By portraying the generator as not just a utility but a communal asset fostering resilience and togetherness, Kohler asserts the power to live boldly. This strategic message elevates the brand beyond functional backup to an enabler of normalcy and joyful continuity.
Q: How does The Kline’s Got the Power rank in Clapboard's archive?
A: The Kline’s Got the Power holds a Clapboard Campaign Score of 58/100, reflecting its creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. This score indicates the campaign’s effectiveness in storytelling, production values, and resonance within the household products category. The rating provides a measured evaluation of the campaign’s overall impact and contribution to Kohler’s brand narrative in the competitive power backup market.
Q: Who are the competitors in Kohler's category?
A: Kohler’s competitors in the home standby generator category include Generac, which leads with reliable, innovative technology and strong dealer support targeting homeowners seeking peace of mind; Briggs & Stratton, known for durable, easy-to-use generators appealing to value-conscious consumers; Cummins, offering premium, industrial-grade generators with smart technology for long-term investment; Honda Power Equipment, emphasizing superior engine performance, fuel efficiency, and quiet operation for environmentally aware users; and EcoFlow, which disrupts the market with portable, clean energy lithium battery generators aimed at tech-savvy and eco-conscious homeowners.
.webp)
