Seventh Generation / Come Clean
Helping a radical cleaning company find its way into conventional American homes, with help from the legendary Maya Rudolph.
For decades, Seventh Generation has been using superior science to create products that really work without harming the health of our families or our planet. But their brand was only popular for a niche consumer. So, to bring Seventh Generation into homes across America, we collaborated with writer, singer, actress and mother of 4: Maya Rudolph,
#ComeClean / Vajingle
Maya told America the truth about conventional household products: we don’t know the truth because conventional companies hide their often toxic ingredients through confusing labeling and packaging.
The Come Clean campaign, including Maya’s viral ‘Vajingle’, caused Seventh Generation to be sued by P&G (a badge of honor) and ultimately acquired by Unilever (who is helping to scale Seventh Generation’s goodness globally.)
#ComeClean / Weird Dyes :30
#ComeClean / Blue Goo :30
ComeClean became the central rallying cry for Seventh Generation’s activism and lobbying in Congress. Their work on a state by state basis has led to better ingredient disclosure laws. We brought the issue to a national level with a print ad in the New York Times declaring the frightening truth: “You DON’T have the right to know what’s in your home.”
Maya went to Washington D.C. to lobby Congress for laws requiring ingredients disclosure on our cleaning products.
