Seventh Generation is set to unleash a bunch of new products, bringing their total products carried count to 240. The company is generally known for its chlorine-free diapers and eco-friendly cleaners and detergents. While there is no word yet on what the new products are, the marketing push for them is already getting press, with a campaign entitled “Inciteful Insights” launching in August 2012.
Founder Jeffrey Hollander was fired two years ago, and new CEO John Replogle is a veteran of giant Unilever and Burt’s Bees. Replogle believes that Seventh Generation got off track with too much of a focus on mass media advertising, and the new campaign will focus on digital and social media. Considering that the internet is where most greenies live, this is an agile way of marketing their products. Replogle expressed a desire to get back to the company’s roots, which was to consider the impacts of their products for seven generations, a decision-making process used by the Iroquois Native North Americans.
We’re big on picking brands that good for the environment and our homes, seventh generation is definitely one of those brands. We’re excited to try out some the new products.