Case Study: Full-Stack Sustainability Consulting for Nickelodeon SpongeBob Operation Sea Change Project Launch

Third Partners partnered with Paramount Consumer Products to design and launch SpongeBob Operation Sea Change, a global impact program addressing ocean plastic pollution, with full-stack sustainability consulting.

Committed to
non-profits

Million pounds targeted for
ocean plastic cleanup

New sustainable products launched

The Challenges

Nickelodeon (a Paramount company) wanted to connect with fans and retail consumers who love the SpongeBob SquarePants franchise and honor the legacy of creator Stephen Hillenberg, a marine biologist who dedicated his life to educating young people about undersea ecosystems. With a huge portfolio of licensed products spanning nearly every category – apparel, CPG, food, and home goods – Paramount needed help designing an authentic positive impact program. Their goals included:

Take positive action on the ocean plastic pollution crisis.
Engage both audiences and licensing partners (vendors) to improve packaging materials.
Curate relationships with new products offering more sustainable solutions.

The Solution

Third Partners worked with Paramount consumer products team to conceive, design, launch and operate a new global brand initiative. We:

Operated as a full-stack resource, from technical advisory on the nuances of ocean plastic pollution and supply chain engagement to public-facing communications strategy.
Helped Paramount Consumer Products develop and launch new brand partnerships with innovative sustainable products brands including Lush Cosmetics, Waterlust, AKUA, and Seaesta Surf.
Established a portfolio of NGO-led cleanup projects around the world.

Teams Engaged Included:

Franchise Planning
Consumer Products
Sustainability & ESG

Source: The Pew Charitable Trusts and SYSTEMIQ, Breaking the Plastic Wave: A Comprehensive Assessment of Pathways Towards Stopping Ocean Plastic Pollution

Third Partners helped Paramount reduce single-use plastic packaging by:

Reducing/eliminating problematic and unnecessary packaging
On-air “content for change” that creates awareness/pressure for systemic solutions to disposal/mismanagement

Promoting recycling through effective labeling and materials harmonization, and consumer eduction
Substituting alternative materials where possible

The Results

Third Partners handled all aspects of portfolio building, partner vetting, onboarding, relationship management, and impact reporting to bring the webpage, branding, and products together into a cohesive global ocean conservation initiative.

Defined the mission, vision, and branding for Spongebob Squarepants Operation Sea Change, including process for vetting NGO partners.
$5M committed to non-profits to clean-up & prevent millions of pounds of ocean plastic pollution in key Nickelodeon markets.
Multi-year, always-on impact program launched worldwide using sustainability criteria backed by first-of-its kind custom analytical study.

The program received rave reviews from media, fans, influencers and partner NGOs. It is on-track to clean up 5 million pounds of ocean bound plastic pollution and debris by 2027.

“With this initiative not only are we funding change but reinventing how we do business by creating a connected global effort around sustainability, while also being afforded the opportunity to honor the legacy of the incomparable Stephen Hillenburg, Marine Biologist and SpongeBob SquarePants creator, who was so deeply committed to preserving our oceans and marine life.”

-Veronica Hart, Executive Vice President, Global Franchise Planning, Paramount Consumer Products

See the Operation Sea Change Website Here