As the country faces the cold, harsh realities of the global financial situation, Cotton Incorporated delivers consumers a soft, comforting bit of nostalgia, with a modern twist. The research and promotion company for U.S. cotton growers and importers has revived its memorable "the touch, the feel of cotton" music, reinterpreted for today's consumers by three young vocalists: Zooey Deschanel, Jazmine Sullivan, and Miranda Lambert. The new television commercials, created by DDB New York, began airing on April 5 as part of a marketing strategy that also includes print and Internet components.
The new commercials present a day-in-the-life montage of the vocalists' lives, scored with each artist's unique interpretation of the celebrated music and lyrics. Actress/singer Zooey Deschanel riffs contemporary with her take; five-time Grammy-nominated Jazmine Sullivan (21) lends her rhythm and blues style to the melody; Academy of Country Music's "Album of the Year" Winner and two-time Grammy nominee Miranda Lambert (24) delivers a country twist to the tune. The melody, recognizable to two generations of consumers, was retired in 2001 and was revived because "It's the right message at the right time," says Glenn Sciachitano, Director of Consumer Advertising at Cotton Incorporated.
"Since 2001, the company's advertising has stressed the fashionability, versatility and easy care benefits of cotton to the 18-34 female demographic," says Sciachitano. "The new campaign retains that fresh, modern fashion focus, while paying tribute to the brand's rich heritage."
The new commercials illustrate the versatility of cotton by showing how it fits into the lives and wardrobe styles of three very different artists, whether they are walking the red carpet or simply engaging in their favorite everyday activities. The day-in-the-life montage of each performer is scored with a unique musical interpretation: Actress/singer Zooey Deschanel (28) provides a retro pop sensibility with her take on the tune; two-time Grammy nominee Miranda Lambert (24) delivers a country twist; and five-time Grammy-nominated Jazmine Sullivan (21) lends her rhythm-and-blues style to the melody.
"People of all ages fondly remember the 'cotton song,'" says Ric Hendee, Vice President of Consumer Marketing at Cotton Incorporated. "With these new renditions, cotton gains a stylish, youthful energy which will help demonstrate that cotton is in the full range of today's fashion."
Internet components are slated to roll out in May and will include such interactive attractions as a Zooey Deschanel Stylebook, a look inside Miranda Lambert's closet, and a neighborhood shopping guide by Jazmine Sullivan. "The Fabric of My Life" micro-site will be an off-shoot of the company's consumer Web site, TheFabricOfOurLives.com. The print campaign, launching this summer, will feature stills of all three artists in cotton wardrobe from the commercial shoot, along with notes from the singers about each garment.
"'The Fabric of My Life' is a totally integrated campaign that combines the best of the old and new for Cotton Incorporated. It takes the powerful equity of 'The Fabric of Our Lives' song and marries it with fashion and versatility so it appeals to a whole new generation of cotton wearers," says Cassandra Anderson, Creative Director at DDB.
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.
DDB Worldwide Communications Group Inc (www.ddb.com) is the largest consolidated advertising and marketing services global network in the world, according to Advertising Age. DDB also has been frequently ranked as the most awarded agency network in the world by Creativity magazine and The Gunn Report, among others. With more than 200 offices in over 90 countries, the DDB group believes that creativity is the most powerful force in business, building enduring and powerful brand experiences that create TalkValue,™ influence social communities and drive results. DDB Worldwide is part of Omnicom Group Inc. (NYSE: OMC).