Seventh Generation launches first national campaign


Seventh Generation, provider of environmentally responsible products for the home, is launching its first national integrated advertising campaign. Themed “Protect Planet Home,” the television, print and online, focus on Seventh Generation’s role in helping consumers protect their world from hazardous chemicals.

The core messages of safety and effectiveness are communicated through voiceovers such as “where the five second rule is extended,” and “no one holds their breath while they’re cleaning.” In testing, consumers found the spot appealing and motivating, and helped them understand what makes Seventh Generation unique, including the company’s heritage, dedication and leadership.

“At Seventh Generation we have always helped consumers protect planet home by formulating safe and effective products and by disclosing ingredients on our labels,” said Chuck Maniscalco, CEO, Seventh Generation. “Consumers named their revolution; in a recent survey conducted by Sterling brands and Infinia group in 2009 on behalf of Seventh Generation, 42% said they would like to see consumers be more responsible in their buying decisions, shaped by their personal goals of caring for the health and wellness of their family.”

The natural cleaning products category has grown 56% in the last year (IRI date, 52 weeks ending 11/29/09), as larger, conventional cleaning products companies have entered the marketplace with their “green” lines, and put significant marketing muscle behind them. In focus groups conducted by Seventh Generation, this has resulted in consumers who are increasingly confused about how to truly protect their most valuable assets — their family.

The “Protecting Planet Home” television campaign kicked off 1/11 and runs through April, with spots running on Bravo, Food Network and USA, along with national network spots on NBC’s “Today Show” and “Ellen.” Print will commence in March issues and run in parenting and home magazines, including Good Housekeeping and Parents.

Interpublic Group’s Carmichael Lynch out of Minneapolis created the spots, with Carmichael’s Jim Nelson as chief creative officer, Jan Gleie, director and executive producer Lisa Phillips.