Target, Seventh Generation Celebrate Earth Day

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Target, Seventh Generation Celebrate Earth Day

By Cyndi Loza - 06/05/2018

Unilever tied in to the April 22 observance of Earth Day by spotlighting the benefits of its Seventh Generation SKUs at Target. 

A sampling station spotted at an Otsego, MN, Target store on April 23 distributed bags comprising an "Earth Day Everyday" booklet and sample sizes of Seventh Generation "free & clear" laundry detergent and "natural" liquid dish soup. Employing an "available at Target" message, the booklet contained various Seventh Generation coupons and positioned the brand's products as natural and safe. 

"For over 28 years, Seventh Generation has thoughtfully formulated safe and effective plant-based products that work, really well," the brand stated in a message within the booklet. "Seventh Generation aspires to source ingredients from plants, not petroleum. Look for the USDA certified biobased product logo on our products. No synthetic fragrances. No animal testing. Just a safe and effective clean, with a dedication to nurturing the health of the next seven generations."

Target helped drum up additional support for the brand by promising a "buy one, get one 25% off" deal on all Seventh Generation products from April 22-28. A feature within the retailer's April 22 circular touted the offer, which also applied to products from SC Johnson's Mrs. Meyers and Method.

It is unclear if Target handed out free reusable shopping bags for the occasion as it has in previous years, but the mass merchant did bring back its car seat trade-in event. From April 22 through May 5, shoppers who dropped off a used car seat at dedicated dump bins positioned near guest service counters received a coupon for 20% off a new car seat, booster seat, car seat base, travel system or stroller. Circular features, an April 17 Facebook update, and display ads on target.com and websites including cafemom.com touted the promotion.

Target additionally announced it would expand its electric vehicle charging stations over the next two years from 18 sites across five states to more than 600 parking spaces across a hundred locations in more than 20 states.

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