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Seventh Generation
How Seventh Generation turned the environment into a personal matter for millennial moms

RAN IN: United States

CLIENT
Seventh Generation

Joey Bergstein, Chief Marketing Officer
Julian Blazewicz, Senior Brand Manager

AGENCY
72andSunny *Lead Agency

Matt Jarvis, Chief Strategy Officer
Tim Jones, Director of Strategy
Marshall Ball, Group Strategy Director
Jennifer Lewis, Strategy Director
Carol Chan, Strategist
Brittni Hutchins, Brand Director
Jonathan Weiss, Brand Manager
Eric Raicovich, Senior Data Strategist


SUMMARY

How does Seventh Generation, a small 'green,' purpose-driven household cleaning brand get the mainstream mom to consider the environmental impact of their choices? By making it a personal matter of her family's health, not the environment's. In doing so, Seventh Generation was able to grow double digits, taking volume directly from the mass market brands, proving that with the right strategy, the little guy can win and make the world a better place in the process.

CASE VIDEO


Hero Medium: SOCIAL MEDIA

Medium Featured On Video: BRANDED CONTENT;CONSUMER INVOLVEMENT/USER GENERATED;WOM (Consumer Involvement/User Generated);INTERACTIVE/ONLINE;Brand Website/Microsite;Digital Video;Display Ads (Interactive/Online);Geo-based Ads;MOBILE/TABLET;Display Ad (Mobile/Tablet);PR;PRINT;Newspaper - Print;SALES PROMOTION;SEARCH ENGINE MARKETING (SEM/SEO);SOCIAL MEDIA;TV;Spots (TV)

Audience: Mothers

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English