The national “Fabric Of Our Lives” television commercials developed by Cotton Incorporated are taking a new direction for 2015.
Since 2009, a series of celebrities, including Miranda Lambert and Hayden Panettiere, have put their own twist on cotton and the familiar “The Fabric Of Our Lives” song as they showcased a range of appealing cotton apparel. This celebrity influence – combined with robust digital support – succeeded in making young women aware of cotton’s fashionability.
The new campaign – which will begin in mid-April – will focus on real stories from real people, who will explain why various pieces of cotton clothing are their favorites. Cotton’s performance attributes will be highlighted in traditional cotton categories such as denim, as well as in relatively new or unexpected categories such as athletic apparel.
A key to the campaign will be a call to action for consumers to check the fiber content label and look for cotton.
The new campaign will also be supported by digital extensions and promotions through social media.
Source – Cotton Incorporated