The Cotton Board unveiled its new Forever Cotton campaign during the Southern Cotton Ginners Association annual meeting and Mid-South Farm & Gin Show in Memphis.
The Cotton Board and its brand communications agency Archer Malmo worked together to create a national integrated and visually-appealing campaign that showcases how cotton continues to be viable in the marketplace through research, innovation and promotion.
“We wanted Forever Cotton to demonstrate to U.S. growers that we’re working on their behalf to ensure cotton continues to be successful in the marketplace, while also showcasing how diverse the crop is,” said Cotton Board Director of Communications Stacey Gorman.
The new campaign highlights the versatility of the fiber and fabric in a video series that promotes cotton as a sustainable resource throughout the country. Stories include:
- Cotton within cooking, with restaurants like Cafe Du Monde in New Orleans showcasing their beignet secret ingredient – cottonseed oil.
- Cotton within active wear, or athleisure, because of its unique and natural odor-blocking capabilities.
- Cotton within farming, by following the lives of a farming family from West Texas, who tells the sustainability story of their land being passed down from generation to generation and their role on producing more fiber and more seed from less inputs.
“Sustainability has become the platform for The Cotton Board – from helping farmers produce more cotton with fewer resources, to expanding and creating new markets and more. Now, more than ever, is the time to talk about the importance that this environmentally-friendly fiber plays in our day-to-day lives,” said Fred Nichols, vice president and account director at Archer Malmo. “And it is with this in mind that we were able to tell the story of cotton as a sustainable resource in a variety of ways through the stories we shared.”
Based on information from The Cotton Board and Archer Malmo