SEVENTH GENERATION
Let Flavor Shine
MY ROLE: Account & Strategy
Project Management
Research
Strategic Development
Creative Briefing
THE ASK
Expand the consumer base of Seventh Generation Dish Soap - Free & Clear.
SEVENTH GENERATION IS SERIOUSLY SUSTAINABLE
Seventh Generation’s Dish Soap - Free & Clear is free of fragrances and dyes and is a top choice for those seeking a natural and gentle option. The brand is known for its commitments to clean, safe, and sustainable ingredients—even its scented products use 100% essential oils and botanical extracts.
BUT SUSTAINABLE IS BECOMING THE STANDARD
As demand for eco-friendly products grows, more brands are prioritizing sustainability. Eventually, environmental responsibility alone won’t be enough to differentiate Seventh Generation from its competitors.
Today, 35% of all dishwashing liquid packaging places emphasis on reducing plastic waste and using recyclable materials (Credence Research, 2024).
THE BIG QUESTION
HOW CAN SEVENTH GENERATION STAND OUT FROM HOUSEHOLD NAMES?
Not with ad spend or market share.
Dishwashing liquid is a well-established category with leading brands dominating market share.
Not with its unique aesthetic.
Nearly every leading brand offers an unscented dish soap in the same clear, blue, or green packaging using words like “free” or “pure,” to emphasize sensitive skin benefits.
A NEW REASON TO GO FRAGRANCE-FREE
To grow, Seventh Generation will reframe fragrance-free dish soap for a new audience, presenting it in a way that people aren’t used to.
To understand the more unique reasons why people choose unscented dish soap over citrus or floral alternatives, we looked beyond traditional environmental and skin-conscious consumers—and discovered a passionate group: home cooks.
WHO ARE HOME COOKS?
Well, 96% of U.S. adults are technically home cooks, meaning they cook at home.
And 72% of those people are interested in enhancing their craft (Mintel, 2022).
Even more than environmental or skin concerns, cooks care deeply about the ingredients that touch their plates. Their concern? Residue and lingering artificial scents from dish soap interfering with the flavors they work hard to perfect.
“I like [fragrance-free dish soap] because it doesn’t leave scented residue on my plates, which doesn’t interfere with the food I serve.”
— Antimo DiMeo, James Beard Award-nominee
THE INSIGHT
Passionate home cooks don’t want unnecessary ingredients added to their intentionally crafted meals.
And science backs this up—our sense of smell is responsible for 80% of what we taste (Stanford Medicine).
THE STRATEGY
Because it’s fragrance-free, dye-free, plant-based, and EPA Safer Choice Certified, the ingredients in Seventh Generation Dish Soap - Free & Clear won’t crash your dinner party.
THE SOLUTION
LET FLAVOR SHINE
Yes, we make dishes shine, but more importantly, we let flavor shine. This campaign translates the benefits of Seventh Generation Dish Soap - Free & Clear to home cooks, reframing it as a kitchen staple, not just a skin-friendly alternative.
“LET FLAVOR SHINE” OOH
OOH PLACEMENT
Ads will be strategically placed to reach people while they're grocery shopping or planning their next meal, appearing through in-store signage, shelf talkers, and endcap displays, as well as online on recipe sites and grocery delivery apps.
LIMITED EDITION PACKAGING
This interactive limited edition packaging invites consumers to fill in their own recipe name, like "Let Grandma's Cookies Shine" with space on the back to write out their recipe, creating a personal connection to the campaign and reinforcing the idea that Seventh Generation Dish Soap – Free & Clear is the perfect prep for their favorite dish.
SEVENTH GENERATION x HELLO FRESH COLLABORATION
In addition to the limited edition packaging, Seventh Generation will partner with HelloFresh to reach millions of home cooks right at their doorstep. A deluxe sample size bottle of Seventh Generation Dish Soap - Free & Clear, featuring a custom label matching a recipe in the HelloFresh box, will be included. The recipe card will highlight using the dish soap as the first step to let the meal's flavor shine.
RESULTS
This campaign is all about expanding the fragrance-free dish soap market and positioning Seventh Generation as the brand that appeals to more people.
MEASURES OF SUCCESS:
New Customer Acquisition: Track the number of first-time buyers of Free & Clear, using sales data and retailer reports.
Brand Awareness: Measure increases in brand recall and recognition through pre- and post-campaign surveys, especially among non-current users.
Market Penetration: Analyze growth in the total number of households purchasing Free & Clear, particularly from new audience segments like home cooks.
Product Trial: Evaluate the success of the HelloFresh partnership by tracking sample usage, survey feedback, and repeat purchase intent.
Engagement Rate: Monitor consumer interactions with the campaign, including participation in the packaging activation and social media activity.
MADE BY
Copywriters: Anslee Reaves & Boyan Zlatarski
Art Director: CT Rivera
Experience Designer: Claire Snyder