At a time when cotton's market share is threatened by synthetics, Cotton Incorporated responds with authenticity. The latest offerings in the 26-year run of the highly-regarded The Fabric Of Our Lives™ campaign from the not-for-profit research and promotion company focus on individual consumers and their personal stories of why cotton apparel items are their favorites.
Introducing the tagline, "Cotton. It's Your Favorite for a Reason℠," the first commercial will launch on April 20 with thirty- and fifteen-second spots; additional commercials will be rolled out over the course of the year. The campaign also includes: a digital video series of consumer stories, some expanding on the stories told in the commercials; a unique, cotton-focused collaboration with online retailer Rue La La and a trade print advertisement.
The new campaign is a departure from celebrity-centric commercials that the company has presented since 2009. The "favorites" campaign, produced by DDB New York, is aimed at Millennials – a generation coming of age and craving authenticity.
"Cotton apparel has always been popular with most everyone but we may not be aware that the things we love are made with cotton," explains Ric Hendee, Senior Vice President, Consumer Marketing, Cotton Incorporated. "For instance, denim. It's cotton…who knew? This new campaign will focus on many of our favorite clothing items and point out the reasons why we love them and keep on wearing them. The campaign uses real stories from real people. While still The Fabric of Our Lives, this campaign finds a new way to celebrate the cotton in our lives."
Through the campaign, Cotton Incorporated aims to remind consumers of the versatility of cotton, and acknowledge the style, comfort, durability, and quality of cotton apparel. The commercials' storytellers are diverse in interests, style, and background, but each is passionate about telling their stories through their favorite piece of clothing. They understand that cotton makes them look good and feel good, and they show how seamlessly cotton fits into their everyday lives.
"We conducted extensive consumer research to inform this campaign, and we wanted it to reflect what consumers are saying they like and want," said Kim Kitchings, Vice President Corporate Strategy & Program Metrics, Cotton Incorporated. "We learned that 69% of consumers say that their favorite piece of clothing is at least 60% cotton. This is particularly significant because it shows that even though cotton has experienced a contraction in market share, it is still something consumers want."
Cotton Incorporated research also suggests that while the majority of consumers prefer cotton, they don't always check garment labels for fiber content. "Some garments may look and feel like cotton, but may not perform like cotton, especially over time," adds Kitchings.
About Cotton Incorporated
Cotton Incorporated, funded by U.S. cotton producers and importers of cotton and cotton textile products, conducts worldwide research and promotion activities to increase 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).