• by Larissa Faw , November 18, 2015

72andSunny's New York office has been named by Seventh Generation as agency of record to oversee all of its brands after a formal review. The MDC Partners-owned agency will manage the account out of its New York office. 

The agency’s initial work for the client is a new campaign for bobble, Seventh Generation Ventures’ water bottle brand. 

The campaign features the #endthetrend initiative which is designed to inspire a new generation to drop the disposables by associating bobble with “lasting style and positioning single-use plastics as a fading fad."

As part of the campaign, 72andSunny developed the “Live for Once?” documentary film that shows the thoughtless consumption of single-use, disposable plastics by focusing on a provocative, “fake water bottle brand, Once." The film is comprised of vignettes that end with bobble as the “smart and stylish solution to the single-use plastic wasteland," according to the agency. 

Meanwhile as part of the brand re-launch, bobble is also introducing two new product innovations, bobble Infuse and bobble Insulate.  

“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,” says Joey Bergstein, general manager and chief marketing officer, Seventh Generation.

Next year, the agency will introduce a brand campaign for the broader Seventh Generation line of products.  

The household and personal care products brand previously worked with Boulder, CO-based Made Movement which helped the brand develop the Fight Toxins campaign.  

Seventh Generation has spent $215,000 on advertising during the first six months of 2015, down from $453,000 year-over-year. For the full 12 months last year, the company spent $1.002 million on advertising, according to Kantar Media.  

"People value and respect companies that are built around a belief that our lives and homes can be healthier, and Seventh Generation has been doing this for decades,” said Guillermo Vega, executive creative director, 72andSunny’s New York office. “We’re excited to work with the team to tell their story."