02.09.12
Universal Partnerships & Licensing (UP&L) will partner with several brands, including Seventh Generation, to support the release of Dr. Seuss' "The Lorax."This marks the first-ever major studio film promotion for Seventh Generation.
By bringing Dr. Seuss' messages from "The Lorax" to consumers, UP&L and its partners hope to help empower consumers, young and old, to make more informed choices for their families and the environment, as well as support smarter, environmentally-conscious choices in everyday life.
Other partnerships with the film include the US EPA, Whole Foods Market, HP, Mazda, Comcast, DoubleTree by Hilton, Pottery Barn Kids and Stonyfield Farms in addition to Seventh Generation. Internationally, a wide variety of partners include Clean Up Australia, De Hortus Botanicus Amsterdam, Eko Plaza Netherlands, Greenpeace Philippines, Natural History Museum of Milan Italy,Woodland Trust U.K. and World Wildlife Fund of Italy and Poland.
"For years The Lorax has been inspiring people of all ages to take part in protecting their environment. Dr. Seuss' classic is an enduring and meaningful story about how valuable our environment is, and how we all have a responsibility to protect it," said EPA Administrator Lisa P. Jackson. "The message of The Lorax goes hand-in-hand with the Energy Star program, which helps consumers take their own steps to
Through Earth Month this year, Seventh Generation will encourage its consumers to consider products that are "Lorax Approved." At the cornerstone of their promotion, Seventh Generation will unveil a new liquid laundry detergent bottle made from 100% recycled cardboard and newspaper. The container, which prominently features Lorax images, uses 66% less plastic than typical 100 oz 2X detergent bottles, allowing consumers to conserve effortlessly.
In addition, more than 13 million units of custom Lorax packaging across cleaning, dish, laundry, paper and baby products will move through Seventh Generation's retail channels. Additionally, the company's print and digital campaigns across national publications, websites and retail promotions will work to educate their consumers about sustainability, and introduce a new generation to healthy solutions for the air, surfaces, fabrics, pets and people within the home—and for the community and environment outside of it.