ICAC Keynote Address

By Berrye Worsham|September 14, 2009

In 2009, Cotton Incorporated’s programming budget remained at $78 million ― its third year in a row at that amount. However, a tough economy and lower acreage over the past two years have led to a projected budget reduction to $67 million for 2010. The company has taken proactive steps to weather the storm by implementing personnel reductions and other cost-cutting initiatives over the past two years. These moves are necessary to maximize program funds to implement key research and marketing activities.

Despite the lower projected budget for 2010, we have maintained our international activities and personnel. Our Shanghai, Hong Kong, Mexico City and Osaka offices are critical to maintaining important mill, manufacturer, brand and retail relationships that are essential for marketing cotton in today’s global market.

The aspect of sustainability is factored into all of our programs, from agricultural research to promotions. We are positioning cotton and U.S. cotton as the sustainable fiber of choice for mills, brands, retailers and consumers. We have recently added a sustainability scientist to our agricultural research staff. This will enhance our ability to take a positive message of sustainability to multiple audiences throughout cotton’s global product supply chain.

For two generations‚ “The touch, the feel of cotton” is the lyric that has linked consumers to cotton. Our advertising team has revived that memorable song with three new commercials that feature young vocalists: Miranda Lambert, Zooey Deschanel and Jazmine Sullivan. Created by DDB Group of New York, the commercials began airing in early April as a part of a marketing strategy that also includes print, Internet and event marketing components.

The new commercials present a day-in-the-life montage of the vocalist’s lives, paired with each artist’s unique interpretations of the celebrated tune. The new commercials illustrate the versatility of cotton by showing how it fits into the lives and wardrobe styles of these three very different artists, whether they are walking the red carpet or simply engaging in their favorite everyday activities.