Seventh Generation has named 72andSunny, New York, to lead strategy and brand development for its home and personal care products following a review.

The first work, titled #endthetrend, comes on the company's water bottle brand Bobble. The campaign is attempting to associate Bobble with lasting style and portray single-use plastic water bottles as a fading fad. A campaign film called "Live for Once?" focuses on a fake water-bottle brand, Once, and sets up Bobble as a "smart and stylish" alternative to a "single-use plastic wasteland."

As part of the Bobble re-launch, the brand is introducing Infuse, which lets users infuse water with fruit or vegetables, and Insulate, a double-wall vacuum insulated stainless-steel bottle that keeps beverages hot for up to 12 hours or cold for up to 24 hours without sweating.

"We are honored to be working with 72andSunny's New York team to find creative ways to challenge and inspire consumers to think differently about the pervasive waste of single-use water bottles, as well as what clean really means when it comes to taking care of their families and homes," said Joey Bergstein, general manager-CMO of Seventh Generation, in a statement.

A new brand campaign for Seventh Generation from 72andSunny is expected next year.