About Seventh Generation
How does Seventh Generation, a small green, purpose-driven household cleaning brand disrupt the category and get the mainstream moms to switch over? By getting her to question the ingredients in the conventional household products she brought into her home.
The Campaign
We partnered with Maya Rudolph, SNL comedian and mom of four, asking American to #ComeClean with Seventh Generation. We dropped truth bombs about the ingredients in conventional household cleaning products with Maya's light-hearted humor. And maybe vaginas were mentioned (just maybe).
(Personal proud moment: I wrote the Effie paper for this campaign which won us *Gold* in Effie Effectiveness Award!)
Project Scope
Brand Positioning
Brand Campaign Planning
Consumer research
Integrated Creative Campaign
Social Media Strategy
Come Clean
The Results
The Come Clean campaign impacted millions of consumers to rethink what they bring into their home. It increased household penetration +20% in one year and drove sales that outpaced the category.
Recognition
Effie Effectiveness Award (Gold), Grand Effie Finalist, One Show (Bronze)
"Seventh Generation Taps Maya Rudolph for It's Biggest Campaign Yet."(NYTimes)
"Maya Rudolph's Next Role is Eco-friendly Detergent Spokeswoman." (Fortune)
"Maya Rudolph Sings a Hilarious 'Vajingle' for Seventh Generation"(FastCo)
"Maya Rudolph Drops Truth Bombs & Angel Giggles for Seventh Generation." (FastCo)