Jump to navigation
  • News Feed
  • Services
    • 3BL Professional
    • Sponsored Series
    • 3BL CSRwire
    • ReportAlert
    • Green Bond Alert
    • Special Announcement
    • Custom Webcasts
  • Community
    • TriplePundit
    • 3BL Forum
    • CEO of the Year Awards
    • 100 Best Corporate Citizens
  • About
    • Who We Are
    • Contact Us
  • Subscribe
  • Search
  • News Feed
  • Services
    • 3BL Professional
    • Sponsored Series
    • 3BL CSRwire
    • ReportAlert
    • Green Bond Alert
    • Special Announcement
    • Custom Webcasts
  • Community
    • TriplePundit
    • 3BL Forum
    • CEO of the Year Awards
    • 100 Best Corporate Citizens
  • About
    • Who We Are
    • Contact Us
  • Subscribe
  • Search

Search form

Header Nav

  • Login

Seventh Generation Ad Shows Kids Licking Table

Seventh Generation Ad Shows Kids Licking Table
Dave Armon
Monday, Jun 1st, 2015

A mom’s decision to skip plates, forks and napkins as she serves giant slices of cake to a houseful of kids is a messy affair – and the setup for a powerful commercial created by the natural cleaner manufacturer Seventh Generation.

CMO Joey Bergstein screened the spot during Cause Marketing Forum, saying iconic brands like Ben & Jerry’s and Chipotle earned their status because “they are out to change the world.”

“We’re moving from educating people to inspiring people,” Bergstein said, adding that commercials produced by Seventh Generation have moved from citing statistics to telling aspirational stories.

During a session with Scott Beaudoin, global practice director for Corporate & Brand Citizenship at MSLGroup, Bergstein showed a smiling mom and children cleaning a large glass-topped table with a Seventh Generation cleaner before serving a cake with no utensils or plates.

Once the cake was plopped down, the kids made fast work of devouring the treat and the table was covered with crumbs and frosting, which got licked up by party guests. 

“Eww,” is the first thought that runs through the minds of viewers, but Seventh Generation’s premise is that a toxin-free cleaning product has just been used to sanitize the table so everyone’s safe – both from bacteria and chemicals.

“Moms don’t want to let their kids lick the table but want to be confident enough that they could,” asserted Bergstein, who said the brand is experimenting with TV ad buys after being all-digital. 

New transparent packaging is also being rolled out, and prices have been slashed, so Seventh Generation products look and cost a bit more like category leaders.

  • Dave Armon's blog

CSR Bloggers

Alice Korngold - Korngold Consulting

Andrea Learned - Learned On

Benjamin Comer - Pharma Executive

Beth Bengston - Hale Advisors

Celesa Horvath - Making Sense of Responsibility

Chris Jarvis - Realized Worth

David Chase - Forbes

David Connor - Coethica

David Williams - Health Business Blog

Dorothy Davis - All Energy All the Time

Dr. Scott M. Shemwell - Governing Energy

Elaine Cohen - CSR Reporting

Future 500

James Epstein-Reeves - Citizen Polity

Joe Waters - Selfish Giving

Julie Urlaub - Taiga Company

Kate Olsen - Companies for Good

Marc Gunther - Green Biz

Marcy Murninghan - Murninghan Post

Matthew Rochte - Opportunity Sustainability

Maxwell Drommond International - Human Capital: A Global Perspective

Megan Strand - Cause Marketing Forum

Monika Mitchell - Good-B

Paul Klein - Forbes

Stephen Heiser - Nuclear Knowledge

Tracy Lloyd - Emotive Brand

Wayne Visser - CSR International

Will Henley - Responsibility Inc.

© 3BL MEDIA, LLC

  • Privacy Policy
  • Terms of Use
  • Site Map
3BL Media, LLC
136 West St Ste 104
Northampton, MA 01060
  • Contact Us
  • About Us

Find Us on Social

Latest from Leading Brands

  • 3BL Professional
  • 3BL CSRwire
  • 3BL ReportAlert

Editorial & Leadership

  • TriplePundit
  • 3BL Forum
  • 100 Best Corporate Citizens