Wining Brand Association

Hansgrohe recently congratulated BORA-hansgrohe superstar Peter Sagan for winning the Green Jersey of the Best Sprinter in the Tour de France for the 6th time. Sagan was the ambassador of the international media campaign “Your daily dose of energy” and released, in collaboration with Hansgrohe, a “Peter Sagan Limited Edition” hand-held shower of which only 100 have been made. After his sixth win, Hansgrohe presented Sagan with a special green hand-held shower.

Refreshing shower, anyone?

The Hansgrohe communications campaign ran throughout the 2018 iconic race and cycling fans will recognise the unique way that the BORA-hansgrohe riders were showcased – clean and fresh in the shower. Because who doesn´t need a blast of water after intense athletic competition?

Hansgrohe has utilised the 2018 Tour de France in an innovative way, leading to a full 360° media campaign which saw the BORA-hansgrohe team, with Sagan at the helm, as the faces of the German brand. A TV campaign was broadcasted for the whole month of July in Germany and France on ARD, Eurosport and France Television. At the same time the World Champion and his compatriots, Formolo, Burghardt and Majka were blasted across Facebook and Instagram through a dedicated social media campaign.

The focus of the concurrent media channels was to introduce the public to the two Hansgrohe universes - water and cycling - as well as strengthen the brand internationally through its commitment to a globally appreciated sport. Sagan, who looks just as comfortable on bicycle as he does in a shower, was a natural fit.

A unique experience

The Hansgrohe customer base was also treated to an exclusive experience throughout the Tour de France. They were invited to the departure of every stage race, where they got the chance to fully immerse themselves in the atmosphere of team BORA-hansgrohe.

As part of this, Hansgrohe organised a one-of-a-kind final event in Paris. They went on a group ride through the streets of the city of love, the day before the final stage of the tour, and then gathered in a VIP area on the finish line to welcome the cyclists to the end of a gruelling three weeks.

Finally, Hansgrohe turned up the heat on the Sunday night, hosting a festive evening event which included the riders and staff of the BORA-hansgrohe cycling team. 

A new way to market

Hansgrohe has approached this year’s Tour de France campaign with efficiency, commitment and flair. By utilising its standing in the cycling community, and utilising facial recognition as a priority, Hansgrohe has delivered an effective campaign which has had measurable, impactful and positive results. The combination of cycling and water, visually and conceptually, has proven to be an impressive feat of communication and teamwork, between the faces of the campaign and the Hansgrohe organising team behind it.

As a final example of this, Hansgrohe has designed a limited hand-held shower, engraved with the logo and name of Triple World Champion Sagan, of which only 100 were manufactured. This rare product will no doubt become a hallmark for the Hansgrohe ‘water and cycling’ unification going into the future.

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Issued By: The Lime Envelope
On Behalf Of: Hansgrohe

For Media Information: Bronwyn Levy
Telephone:011 467 9233
E-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.

About the Hansgrohe Group
With its brands AXOR and hansgrohe, the Hansgrohe Group, based in Schiltach/Southern Germany, enjoys a reputation as a leader in quality, innovation and design within the bath and kitchen industry. The Hansgrohe Group brings form and function to water with taps, showerheads and shower systems. The 116-year history of the company is marked by innovations such as the first hand-held shower with multiple spray types, the first pull-out kitchen tap, and the first wall bar to hold a hand-held shower. The company holds more than 17,000 active propriety rights. The Hansgrohe Group stands for long-lasting quality products. With 34 subsidiaries and 21 sales offices supplying products in more than 140 countries, the company is a reliable partner to its customers around the world. The Hansgrohe Group, its brands and products have won numerous awards, including more than 500 design prizes since 1974. Sustainable production of resource-conserving products is central to the company’s business activities around the globe. The products of the Hansgrohe Group are featured in projects around the world, such as the luxurious ocean liner Queen Mary 2, and the world’s tallest building, the Burj Khalifa in Dubai. The Group’s high-quality standards are ensured by five wholly-owned production facilities: two in Germany, one each in France, the United States and China. In 2016, the Hansgrohe Group generated a turnover of EUR 1.029 billion. It employs more than 4,800 people worldwide, about 60 percent of whom work in Germany.