"Live like the Lorax"

"Live like the Lorax"

24 June, 2012
Seventh Generation campaign
Household brand partners with Universal Pictures to raise eco-awareness
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Seventh Generation, the nation's leading brand of environmentally-friendly household products, recently announced an educational partnership with Universal Pictures to mark the debut of the film, The Lorax. Dr. Seuss' The Lorax is a classic children's book containing a crucial message of ecological hope and environmental action. Universal Pictures hopes to bring the message to a new generation of children and their parents with an extraordinary new 3D animated feature film adaptation of the tale this spring.
 
The movie follows the journey of a 12-year-old as he searches for a real Truffula Tree, the one thing that will enable him to win the affection of the girl of his dreams. To get it, he must discover the story of the Lorax, the acerbic yet charming creature who fights to protect his world. Along his way he learns that the Lorax's environmental message couldn't be simpler: "Unless someone like you cares a whole awful lot, nothing is going to get better. It's not." "That idea is at the heart of everything we do," said Seventh Generation CEO John Replogle. "It's why we come to work in the morning. The new movie [is] a once-in-a-lifetime opportunity to introduce this message to new ears and spread it to places we wouldn't otherwise be able to reach. We want to join with Universal Pictures and Illumination Entertainment to celebrate the legacy and the meaning of The Lorax."
 
To encourage consumers to "live like the Lorax," the company will be launching a number of new initiatives around the movie's opening, including: - Friendly environmental reminders and Lorax imagery on Seventh Generation products labels - Panel discussions at the film's screenings in selected cities to underscore the importance of individual actions. - A commemorative Lorax scrapbook for families - A series of special contests will award high-efficiency (HE) washer-dryers, green cleaning kits, diapers, a trip to see the Redwoods and even a town-wide eco-makeover. Seventh Generation is also embarking on a nationwide rollout of its new 4X Liquid Laundry Detergent, which comes in an innovative new bottle featuring a fiber shell made, believe it or not, from 100% post-consumer recycled cardboard and newspapers. The new bottle, designed and manufactured by Seventh Generation's partner Ecologic Brands, is 100% recyclable and uses 66% less plastic than competing brands' bottles.
 
For more information on the film, visit www.theloraxmovie.com
 
For more information about Seventh Generation products, visit www.seventhgeneration.com

By: Ecozine Staff
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