Cotton Incorporated’s Consumer Marketing Division has announced the launch of a new advertising campaign, Life is Uncomfortable, which will drive consumer awareness for cotton both on television and online.
The new campaign uses awkward humor combined with uncomfortable situations to contemporize cotton, create relevancy and drive engagement with a younger consumer audience.
“This video campaign was developed based on the results of ethnographic and qualitative research, as well as insights and creative performance from previous Cotton video campaigns,” says Jill Orsini, Cotton Incorporated’s Director of Advertising. “In the Life is Uncomfortable series we continue to promote cotton’s emotional and physical role in an increasingly uncomfortable world. We are, in essence, telling consumers: Cotton has your back. No matter what life throws your way, you’ll always be comfortable in cotton,” says Orsini.
The videos are all clickable and ultimately drive consumers to shop for cotton apparel on www.TheFabricOfOurLives.com.
Cotton Board Chairman and Louisiana cotton producer, George LaCour Jr., is pleased with the new consumer campaign.
“I’m thrilled that Cotton Incorporated continues to push the envelope and develop refreshed, relevant content for today’s consumers. We rely on their expertise to keep cotton top-of-mind for consumers, and I believe these new commercials will help accomplish that goal,” he said.
All four new videos leverage cotton’s comfort as a key benefit and reinforce the message that cotton is The Fabric of Our Lives. Other cotton benefits like ease-of-care, naturalness and durability will be communicated through other advertising tactics including web banner ads, social media, blog posts and custom content through media partnerships.
