Cotton Council International (CCI) is revitalizing and re-launching its 25-year old flagship brand, COTTON USA.
Since 1989, the COTTON USA name has been featured on over 50,000 product lines and 3 billion products – the equivalent of approximately 100 million bales of cotton.
“Our brand has been highly successful,” said CCI President Jordan Lea. “However, the global marketplace has changed dramatically and become more competitive because petroleum-based fibers are often cheaper. The new generation of consumers needs to hear why cotton is such a wonderful product and why U.S. cotton is the premier cotton.”
In addition to a new logo, the re-launch includes a revitalized brand vision emphasizing purity, quality and responsibility. New promotional and merchandising tools will also be introduced in stages and globally over the next year.
To develop and express its new brand identity, CCI worked with AR New York, a brand-focused agency, to develop and express its new brand identity. AR is part of the Publicis global network of agencies and has served companies such as Revlon, Brooks Brothers, Banana Republic, Valentino, Lands’ End, DFS and Jimmy Choo.
In conjunction with the National Cotton Council, CCI works to promote U.S. cotton exports through COTTON USA in more than 50 countries globally. With offices in Washington, Memphis, London, Hong Kong, Seoul and Shanghai and dedicated representatives in numerous other countries, CCI helps educate and strengthen the market for U.S. cotton and cotton products around the world.
Source – Cotton Council International