Seventh Generation is the country’s leading brand of non-toxic, earth friendly household products including paper towels, glass cleaners, dish and laundry detergents and a new line of baby wipes and diapers. Although the Seventh Generation line is sold in major supermarket chains throughout the United States, they needed our help attracting more “mainstream” consumers.
We began by asking ourselves: Does our mainstream audience care enough about non-toxic products to change long-held brand buying behaviors?” The answer is “yes” if you make them care about it in a way that really hits home.
We recommended Seventh Generation focus on the personal health risks from household toxins as our lead topic. Household toxicity is low levels of poisons and other toxins in the home created by continuous use of chemical-laden products (such as chlorine bleach). Family-members and young children in particular, can develop serious health problems – such as allergies, asthma and other developmental problems - when they’re exposed to these household toxins over time.
Warner proceeded to spread the word by taking Seventh Generation Founder Jeff Hollender on a media tour, creating and distributing a nation-wide Video News Release; a self-contained, 3 dimensional Press Conference At Your Desk and a comprehensive media relations program targeting a list of national home, parenting and health editors and reporters. In addition we wrote and distributed a mat mailing – a 1 column inch article where Seventh Generation educated consumers about household toxicity - beamed to hometown newspapers across the United States.
Now for the results. The mat mailing generated more than 300 articles in 20 states for a total readership of 14, 992,000. The Video News Release aired 25 times on major network affiliates (NBC, CBS, FOX, ABC) as well as independent stations for a total broadcast audience of more than 1,192, 000. Key markets included Boston, LA, Denver and Phoenix.
In addition to the mat mailing, Warner has placed 338 articles about Seventh Generation since January 2003 for a total circulation of 16,722,667. The commensurate advertising cost for the same level of exposure in this consumer, trade and business press would be upwards of $1,400,000.