We wanted women to reevaluate the feminine care products they use every month, but with such a serious topic, we needed to do it in a lighthearted way. Luckily, we found the perfect messenger in Maya Rudolph who has been a Seventh Generation customer and advocate for over a decade. She brings the perfect mix of approachability and fun to the screen, and she has a history of singing about tampons. We tapped into this talent to create the Vajingle, a song all about vaginas and the things we put in them.

Our idea was to disrupt the category by getting women to rethink their choices, prompting a movement to ditch mainstream brands and #ComeClean with Seventh Generation. We couldn't outspend competitors, so we had to spark a cultural conversation that drove its own impact:

We partnered with Maya Rudolph to ask the hard-hitting questions.

Maya Rudolph, celebrity comedian and mother of four, led the charge as our spokesperson. She was the perfect choice: an icon of modern motherhood who delivered our message with a comedic voice to empower women, not criticize their choices. She was also a long time SVG user which furthered her commitment to the brand.

We delivered our message in the competitor’s backyard.

To drive the conversation, we intentionally placed our messages in the media that mass market brands favored. We used female-skewed cable TV channels to build trust and online partnerships to engage a progressive community.

In the end, the “Vajingle” garnered over 4.3 million organic views and was shared over 34,000 times on social, proving it’s easy to catch the world off guard when you have a message worth sharing. Our work didn’t stop there - we inspired lots of women to make the switch from mainstream brands to Seventh Generation, resulting in +85% feminine care dollar sales growth compared to previous year.

Seventh Generation also broke into 1.3 million new households, which is a 20% increase in household penetration compared to the previous year. Ultimately, the Come Clean campaign brought us all one step closer to making the world a cleaner, healthier place for the next seventh generations.