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By Minda Smiley, Reporter

November 18, 2015 | 2 min read

Eco-friendly company Seventh Generation has chosen 72andSunny’s New York office as its agency of record following a review.

72andSunny will be tasked with leading strategy and brand development for Seven Generation’s sustainable home and personal care products.

The agency’s first work for the Vermont-based company is a campaign called ‘#EndTheTrend’ for its water bottle brand Bobble. Part of the campaign is a film for fake disposable water bottle brand ‘Once’ (above) that makes fun of consumers’ disregard for the environment and positions Bobble as a smart and hip solution for anyone looking to live a more sustainable lifestyle.

As part of Bobble’s re-launch, the brand is also introducing two new innovations called Infuse and Insulate. Infuse lets its users hydrate or filter their water with fruits or vegetables while Insulate is a vacuum-insulated stainless steel bottle that keeps drinks hot for up to 12 hours and and cold for up to 24 hours.

A brand campaign for Seven Generation is expected to launch in 2016.

Joey Bergstein, general manager and chief marketing officer of Seventh Generation, said: “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.”

Other accounts 72andSunny has won this year include Coors Light and Adidas’ sports business. The agency’s brand partners in its New York office include Smirnoff and Samsung.

Seventh Generation 72andSunny

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