NEW YORK Seventh Generation, a blossoming green products maker, has awarded creative duties on its account to Carmichael Lynch.
The company’s previous agency of record was 180LA in Los Angeles. Carmichael Lynch in Minneapolis has assumed lead advertising duties, while Coyne PR in New York handles public relations.
Central to the account win was Carmichael Lynch’s green thinking, said Seventh Generation CEO Chuck Maniscalco. “I’m very impressed by the spirit and culture of Carmichael Lynch and I think it will meld well with ours,” Maniscalco said in a statement. “Additionally, their dedication to sustainable business practices is commendable and consistent with our mission and vision as an organization.”
An agency representative declined to specify the exact amount of the account, citing a nondisclosure agreement signed by all parties involved. “It was a very competitive review, and all agencies brought a high level of integrated and creative thinking to the table,” said Carmichael Lynch rep Chelsea DeSousa. DeSousa added: “It’s among the larger packaged-goods reviews for the agency this year.”
Seventh Generation, which makes detergents, dish soaps and diapers, wasn’t traditionally a big media spender. The company, for instance, spent $350,000 advertising its household products in 2008. But its recent marketing efforts have caught the attention of larger competitors, namely Clorox. In November, the Burlington, Vt.-based company unveiled a packaging revamp of its laundry detergents, spray cleaners, wipes and paper towels. The move was aimed at rival Clorox’s Green Works brand, with a more clean-cut, modern design featuring a green leaf and the Seventh Generation logo. The goal was to contemporize and distinguish the brand in a rapidly growing green products category, said “brandmother” Courtney Loveman at the time.
Seventh Generation CMO David Kimbell said the new agency relationship would aid in helping the company become more visible among consumers. “Carmichael Lynch has shown us the value of collaboration with their holistic thinking and ideas for our brand across several different disciplines. There is great opportunity for us to move our brand forward into the hearts and homes of a broader audience while working with Carmichael Lynch,” Kimbell said. “We’re excited by the passion and ideas they will bring to our brand on all levels.”