Synthetics may be moving in on cotton’s market share, but Cotton Incorporated‘s newest offering in the now 26-year-old The Fabric of Our Lives campaign focuses on the fiber’s style, substance and authenticity.
With the tagline,“Cotton. It’s Your Favorite for a Reason,” the commercial moves away from celebrity-centric in favor of consumers’ stories of why cotton-based items are their favorites. The ad is slated to launch April 20 with 30- and 15-second spots.
“We conducted extensive consumer research to inform this campaign, and we wanted it to reflect what consumers are saying they like and want,” said Kim Kitchings, Vice President Corporate Strategy & Program Metrics, Cotton Incorporated. “We learned that 69 percent of consumers say that their favorite piece of clothing is at least 60 percent cotton. This is particularly significant because it shows that even though cotton has experienced a contraction in market share, it is still something consumers want.”
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The campaign, produced by DDB New York, is geared toward millennials, which Cotton Inc. calls, “a generation coming of age and craving authenticity.” Designed to remind consumers of cotton’s versatility, the campaign acknowledges the style, comfort, durability and quality of cotton apparel. Featured storytellers represent diverse interests, styles and backgrounds, but Cotton Inc. said each is passionate about telling their stories through their favorite piece of cotton clothing, and showing how “seamlessly” it fits into their lives.
“Cotton apparel has always been popular with most everyone but we may not be aware that the things we love are made with cotton,” said Ric Hendee, Cotton Inc. senior vice president of consumer marketing. “For instance, denim. It’s cotton…who knew? This new campaign will focus on many of our favorite clothing items and point out the reasons why we love them and keep on wearing them. The campaign uses real stories from real people. While still The Fabric of Our Lives, this campaign finds a new way to celebrate the cotton in our lives.”
