Seventh Generation started its nontoxic household cleaner line 22 years ago, but is now rolling out its first national new ad campaign to battle competition from bigger brands, such as Clorox and S.C. Johnson.
Forbes discussed Seventh Generation’s marketing plans and challenges with chief executive Chuck Maniscalco in a Q&A piece. They discuss the effort to build brand awareness; the endeavor of changing the world with natural products; competing with large, national brands; showing customers the company doesn’t greenwash; and widening distribution channels without losing loyal consumers.
The article noted sales of eco-conscious household products tripled in 2009, reaching $1.6 billion with Seventh Generation's sales equaling $150 million, up 20 percent from 2008. Forbes said Seventh Generation's sales are good, but only one out of every 10 customers who buy natural cleaning products, buys this brand. This means they have room to grow.
They reported the company hopes the first national new ad campaign, which rolls out this week, will help spur that growth.