In the past, household cleaning products have suffered from some painful packaging, product design, and general marketing, and the Seventh Generation 'Come Clean' campaign teases these tropes. Featuring the SNL alumni, comedian, and actress Maya Rudolph, the campaign centers around a TV ad spot and is supplemented by social media, online banners, and print ads.
In the commercial, Rudolph introduces herself before diving into the problem that the commercial addresses. "I'd never thought about what was in household cleaners," she clowns to the camera, before highlighting the explicitly unnatural aspects of common cleaners, including their colors and fragrances. The ad then proceeds to contrast these bright colors, scents, and packaging with the subdued alternatives offered by Seventh Generation.
Rudolph's own comedic nature comes through in the ad, enlivening what might otherwise come off as a standard pitch.
Eco-Conscious Comedic Cleaner Campaigns
Seventh Generation 'Come Clean' Features Maya Rudolph
Trend Themes
1. Eco-conscious Marketing - Disruptive innovation opportunity: Companies can capitalize on the growing consumer demand for environmentally-friendly products by showcasing their commitment to sustainability through their marketing campaigns.
2. Comedic Advertising - Disruptive innovation opportunity: Brands can stand out by infusing humor into their advertising, creating a memorable and engaging experience for consumers.
3. Clean Packaging Design - Disruptive innovation opportunity: Companies can differentiate themselves by designing packaging that is aesthetically pleasing, environmentally friendly, and communicates a sense of cleanliness and purity.
Industry Implications
1. Household Cleaning Products - Disruptive innovation opportunity: Manufacturers can develop eco-friendly cleaning products that prioritize natural ingredients and sustainable packaging, appealing to environmentally-conscious consumers.
2. Advertising and Marketing - Disruptive innovation opportunity: Agencies can explore new approaches to advertising that combine humor and social consciousness, creating campaigns that resonate with consumers on a deeper level.
3. Packaging Design - Disruptive innovation opportunity: Design firms can reimagine packaging for consumer goods, focusing on eco-friendly materials and clean, minimalist designs to attract environmentally-conscious consumers.