As American Standard approached its 150th anniversary in 2025, the brand faced a key challenge: it lacked cultural relevance among younger consumers, particularly Millennials. Competitors like Kohler were perceived as more modern and aspirational. The task was twofold—honor the brand’s legacy while reinvigorating it for a new generation of homeowners.

To build relevance with Millennial consumers, we needed to connect with the realities of their lives and celebrate them in meaningful ways. We launched a new brand campaign grounded in empathy—recognizing the small, everyday truths Millennials experience, especially the growing difficulty of achieving homeownership. Additionally, as a gesture of celebration and support, American Standard introduced the “150th Down Payment Giveaway”, offering a total of $150,000 to help make homeownership more attainable. Ten winners received $15,000 each toward a down payment on a new home—a gift that turned our anniversary into a celebration of their future.