SOURCE: Seventh Generation

Seventh Generation

January 13, 2010 09:22 ET

Seventh Generation Launches First National Advertising Campaign to Educate Consumers About Protecting Planet Home

BURLINGTON, VT--(Marketwire - January 13, 2010) - Seventh Generation has been galvanizing the green revolution for decades, and over the company's 21 years has become one of the most trusted brands of authentic, safe and environmentally responsible products for the living home. Now they are launching a campaign of words to back up decades of action, with the company's first national integrated advertising campaign.

Themed "Protect Planet Home," the television, print and online advertising focus on Seventh Generation's role in helping consumers protect their world from hazardous chemicals. This comes to life in the spot through the revolution consumers have been leading to replace unhealthy and hazardous products from their homes, and the leadership role Seventh Generation has played in this revolution. 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.

"While competition is good, and helps strengthen the category, it was time for Seventh Generation to assert our leadership, and differentiate ourselves as a green company compared to companies that sell green products," said Maniscalo. "That is why we are launching our first national integrated advertising campaign that communicates not only the benefits of our products, but also our values of caring for family and improving sustainability."

The goal of the campaign is to not only introduce consumers to the Seventh Generation brand, but also to educate about how they can become involved in the green revolution relevant to their personal world -- their home. On the Seventh Generation web site, consumers will find tips and advice for disposing of household hazardous waste (in old cleaning products) and even a downloadable Label Reading Guide application for iPhones and mobile devices that deciphers common chemicals found in household products. Consumers are also encouraged to join the "Seventh Generation Nation," a free community that enables members to receive coupons and special offers, participate in forums and receive a monthly e-newsletter.

The "Protecting Planet Home" television campaign kicked off on January 11 and runs through April (Earth month), with spots running on cable networks such as Bravo, Food Network and USA, along with national network spots on NBC's "Today Show" and "Ellen." Print advertising 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.

"Seventh Generation is the original brand of environmentally conscious, non-toxic cleaning products. They help make the world a healthier place, but even more important, they help make homes healthier places to live," says Jim Nelson, chief creative officer at Carmichael. "The Planet Home is a symbol we'll use to help educate and remind people that the world they care the most about -- the home where they raise their family -- can be made healthier by eliminating toxic chemicals and instead choosing natural products like the ones Seventh Generation has been making for more than two decades."

About Seventh Generation

Seventh Generation is committed to being the most trusted brand of household and personal-care products for your living home. Our products are healthy and safe for the air, the surfaces, the fabrics, the pets, and the people within your home -- and for the community and environment outside of it. Seventh Generation also offers products for baby that are safe for your children and the planet.

For information on Seventh Generation cleaning, paper, baby and feminine personal care products, to find store locations, and explore the company's website visit www.seventhgeneration.com. To read more about Seventh Generation's corporate responsibility, visit the Corporate Consciousness Report at: www.seventhgeneration.com/corporate-responsibility/2008.

About Carmichael Lynch

Carmichael Lynch has earned a worldwide reputation for building brands through inventive ideas in advertising, digital and public relations. The agency boasts a portfolio of clients that includes Harley-Davidson, Subaru of America, Jack Link's Beef Jerky, Trane, Calphalon, Seventh Generation and other envied brands. Carmichael Lynch Inc. is owned by the Interpublic Group of Companies Inc. (NYSE: IPG), New York. For more information, visit www.carmichaellynch.com.

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