The Time is Right

By Berrye Worsham|May 11, 2009

For two generations of consumers, “The Touch, The Feel of Cotton â€• The Fabric of Our Lives” were the lyrics that linked them to cotton.

Along with our advertising agency, DDB Worldwide, Cotton Incorporated recognized the time was right to bring that beloved and celebrated music back – but with a twist. Starting in March, the new commercials are one part of a broad marketing strategy that includes print, Internet and event marketing components.

The three advertising spots offer a “day-in-the-life” montage of three very talented and distinct singers: Five-time Grammy-nominated Jazmine Sullivan, Academy of Country Music’s “Album of the Year” Winner Miranda Lambert and contemporary singer/actress Zooey Deschanel. With help from these artists, Cotton Incorporated will demonstrate that cotton is in the full range of today’s fashion.

Since 2001, Cotton Incorporated’s commercials have stressed cotton’s fashsionability, versatility and easy care benefits to females 18 to 34 years of age. Our new campaign retains fresh, modern focus, while paying tribute to the rich heritage of cotton with which so many consumers identify. We are also creating a “micro website” that will be an offshoot of TheFabricofOurLives.com. We expect great response to this campaign as it connects millions of young consumers to cotton.

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Berrye Worsham