Cotton Incorporated Launches New Consumer Campaign - Leave Comfort to Clothes
MEMPHIS, TN) - Cotton Incorporated’s Consumer Marketing Division has announced the launch of a new consumer-directed advertising campaign, Leave Comfort to Clothes.
“The ‘Leave Comfort to Clothes’ campaign leverages consumers’ strong connection between cotton and comfort and inspires them to rethink the way they view comfort,” says Jill Orsini, Cotton Incorporated’s Director of Advertising.
“The comfort doesn’t come from the softness of cotton but from the strength the consumer exudes. This comfort is courage which goes beyond the physical; it is inner strength. When people feel comfortable, they’re better – more confident, more productive, happier, and more likely to express how they feel. This campaign is challenging people to be fearless in their thoughts and actions and to get out of their comfort zones. The message is for consumers to leave comfort to the clothes, where the softness, durability, ease of care, and versatility go with them no matter where they go or what they do,” said Orsini.
A coordinated primetime TV and digital launch of the campaign will happen today, April 24. The first of three 15 second commercials will go live this week on the following primetime TV programs:
Monday April 24
ABC – Dancing With the Stars, 8-10 PM
CWTV – Supergirl, 8-9 PM
Tuesday April 25
CWTV – Riverdale, 9-10 PM
FOX – The Mick, 8:30-9 PM
FOX – Prison Break, 9-10 PM
Wednesday April 26
ABC – Speechless, 8:30-9 PM
Thursday April 27
FOX – Masterchef Jr., 8-9 PM
Friday April 28
ABC – Shark Tank, 9-10 PM
The campaign aims to reach women and men 18-49 and extends beyond TV to digital custom content. Digital media will build awareness for the new campaign, educate the consumer on cotton’s benefits, and encourage them to check the label and shop cotton.
To view the first commercial in the series click here.
Contact: Stacey Gorman, Director of Communications, 901-233-9356, sgorman [at] cottonboard [dot] org
About the Cotton Board: The Cotton Research & Promotion Act established the Cotton Board as a quasi-governmental, non-profit entity to serve as the administrator of the Cotton Research & Promotion Program. Funded by America’s cotton producers and importers through the cotton check-off, the Program’s research and promotion activities are conducted worldwide by Cotton Incorporated, the Cotton Board’s sole-source contracting organization, to increase the demand for and improve the market position of cotton. The Cotton Research & Promotion Program continues to work in all areas of cotton’s pipeline – from the field to the consumer – to keep cotton the number one fiber choice in the U.S. For more information about the Cotton Board and the innovative activities stemming from the Program, visit www.cottonboard.org.
About Cotton Incorporated: Cotton Incorporated, funded by U.S. growers of upland cotton and importers of cotton and cotton textile products, is the research and marketing company representing upland cotton. The Program is designed and operated to improve the demand for and profitability of cotton. For more information, visit www.cottoninc.com.