In a continuing effort to communicate the natural attributes of cotton to the public, Cotton Incorporated has developed “A Natural Part of Everyday Life”; a branding campaign that will appear in approximately 85 malls throughout all 50 states.
"A Natural Part of Everyday Life" spotlights the new Natural™ trademark while showcasing images of people enjoying life - in fashionable cotton clothing. The campaign will change seasonally; targeting the mall consumer who according to the Lifestyle Monitor™, visits the mall approximately 2.9 times a month.
"It was very important for us to break through the clutter in sustainability marketing that can sometimes confuse the consumer," states Paula G. Rosario, vice president, strategic alliances – consumer marketing, Cotton Incorporated. “This program was developed to communicate a sincere and relative message to consumers regarding the only natural choice – cotton. The concept ‘A Natural Part of Everyday Life’ simply states the obvious.”
The campaign invites the customer to experience cotton on various levels. Activities include a four tier marketing strategy that involves traditional marketing, sweepstakes, gift-with-purchase and online components. Visit TheFabricOfOurLives.com to view participating mall groups and to enter "The Natural Part of Everyday Life" sweepstakes where 10 winners will receive a custom Cotton iPod shuffle.
Cotton Incorporated worked with Prisma Inc. in creating “The Natural Part of Everyday Life” campaign. Prisma Inc, is a marketing communications and design firm based in Pittsburgh with clients in B2B and B2C all over the country. Prisma Inc’s particular focus is centered on branding and market strategies, retail promotion, package design and strategic direction for brands such as HJ Heinz, GlaxoSmithKline, Berner International, Weavertown, Walmart/NASCAR and others.
Cotton Incorporated, funded by U.S. growers of upland cotton and importers of cotton and cotton textile products, is the research and marketing company representing upland cotton. The Program is designed and operated to improve the demand for and profitability of cotton.