72andSunny New York to Lead Strategy, Brand Development for Seventh Generation

By Erik Oster 

Vermont-based manufacturer of home and personal care products Seventh Generation selected 72andSunny New York to handle strategy and brand development, following a review, AdAge reports.

The agency also launched its first work for Seventh Generation, with its 60-second spot promoting Bobble, the water bottle brand it acquired in 2013. Entitled “Live for Once,” the spot takes aim at single-use plastic water bottles via a fake company called Once. Parodying youth-oriented anthem ads, the spot gradually reveals its mockery, starting with lines you might actually hear in a typical anthem ad, like “Once doesn’t think twice” and “Once never looks back” before eventually arriving at the far more blatant “Who gives a shit about the future,” ending with a product reveal and the message “time to end single-use plastics,” followed by the hashtag “#endthetrend.” As part of Bobble’s brand relaunch, Seventh Generation is also introducing Infuse, which allows users to add flavors to their Bobble bottles. 

A more extensive brand campaign for Seventh Generation is expected from 72andSunny some time next year.

“We are honored to be working with 72andSunny’s New York team to find creative ways to challenge and inspire consumers to think differently about the pervasive waste of single-use water bottles, as well as what clean really means when it comes to taking care of their families and homes,” said Seventh Generation general manager, CMO Joey Bergstein, in a statement.