Cotton Incorporated Launches New Consumer Campaign

Life Can Feel Uncomfortable – Your Clothes Shouldn’t

(MEMPHIS, TN) - 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 first commercial, Tattoo, launches on television and online Monday April 23rd, and can be seen on ABC during American Idol. The other three commercials launch digitally on Monday, May 7th.

Three of the videos are targeted specifically to women and one is targeted directly to men. Beyond television, the videos will run on media sites like Refinery29, PopSugar, Men’s Health, and Women’s Health. The videos are all clickable and ultimately drive consumers to shop for cotton apparel on

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.

 To view the commercial 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

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

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