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COTTON USA Bear campaign meets success in Thailand
06
Sep '12
Thailand’s first integrated consumer retail promotion campaign “COTTON USA Bear Ambassador” generated 61.8 million consumer impressions in Thailand, Cotton Council International (CCI) said.
 
The campaign, aimed at promoting US cotton in Thailand and raising the Thai consumers’ awareness about COTTON USA Mark, featured 27 cotton USA licensees. 
 
Over 4,500 COTTON USA bears were showcased at about 2,270 sale points in leading departmental outlets in Thailand, under the theme, “Hug Me If You Care”.
 
16 Thai mills along with 27 COTTON USA licensees sponsored the teddy bears made of 100 percent cotton. 
 
A “COTTON USA Bear Ambassador” television advertisement was also aired, to persuade more and more people to visit retail outlets to have a look at the COTTON USA bears. The advertisement drew 2.7 million Thai women in the age group of 20-39 years to have a look at these bears.
 
Meanwhile, the COTTON USA Facebook page created by CCI, while initiating the promotion in April, has been viewed over 45,500 times in last four months and has about 8,650 fans.
 
Also, there were two COTTON USA bear art installations to enlighten people on US cotton and enhanced visibility of COTTON USA bears.
 
The COTTON USA licenses that participated in the campaign accepted that the campaign raised the visibility for the COTTON USA Mark and enlightened Thai consumers about the softness of US cotton and about the meaning of the Mark.
 

Fibre2fashion News Desk - India

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