Seventh Generation chooses 72andSunny as its new official agency

After a review, Seventh Generation chose 72andSunny as its agency. The firm, based in New York, will lead strategy and brand development for its home and personal care products. Their first work, titled #endthetrend, was to promote the water bottles made by Bobble. The campaign, in which they sarcastically question single-use water bottles, has a main commercial that promotes a fake mineral water brand called Once. The spot is titled {Live for once?;www.produ.com/publicidad/videos/index.html?Noti=10207}. As part of the re-launch of Bobble, the brand is introducing Infuse, a bottle that allows users to infuse water with fruits or vegetables. It is also launching Insulate, a stainless steel bottle that keeps beverages warm for up to 12 hours or cold for up to 24 hours without sweating. “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 Joey Bergstein, General Manager and CMO of Seventh Generation in a statement.A new brand campaign from by 72andSunny for Seventh Generation is expected at the start of 2016.