Cotton Incorporated’s Consumer Marketing Division has launched a new consumer-directed advertising campaign titled Leave Comfort to Clothes.
“The ‘Leave Comfort to Clothes’ campaign leverages consumers’ strong connection between cotton and comfort and inspires them to rethink the way they view comfort,” says Jill Orsini, Cotton Incorporated’s director of advertising.
“The comfort doesn’t come from the softness of cotton but from the strength the consumer exudes,” she continues. “This comfort is courage which goes beyond the physical. It is inner strength. When people feel comfortable, they’re better – more confident, more productive, happier, and more likely to express how they feel. This campaign is challenging people to be fearless in their thoughts and actions and to get out of their comfort zones.
“The message is for consumers to leave comfort to the clothes, where the softness, durability, ease of care, and versatility go with them no matter where they go or what they do.”
A coordinated television and digital launch of the campaign began April 24, with the first of three 15-second commercials on primetime TV programs. The campaign aims to reach women and men 18-49 and extends beyond TV to digital custom content. Digital media is designed to build awareness for the new campaign, educate the consumer on cotton’s benefits, and encourage them to check the label and shop cotton.
Source – The Cotton Board