Cotton Incorporated announced the timely return of an American favorite: the touch the feel of cotton, THE FABRIC OF OUR LIVES. The familiar words and music, the hallmark of the company's television campaign for nearly fifteen years, is being brought back as part of a larger marketing initiative that presents cotton as a natural choice.
The commercial, as well as television and Internet billboards, will conclude with a variation of the well-known Seal of Cotton trademark that includes the addition of the word "Natural."
"Our research shows that there is considerable confusion in consumer minds surrounding green marketing," says Cotton Incorporated President and Chief Executive Officer J. Berrye Worsham. "The introduction of the Natural trademark in conjunction with the now-iconic THE FABRIC OF OUR LIVES words and music, reminds consumers that cotton is, indeed, natural and an ideal choice for the environmentally-minded consumer."
In the commercial, the camera glides over a lush cotton field at sunrise; seamlessly chronicling the plants' various growth stages. Underscoring the sweeping visuals is a pared-down orchestration of the familiar music and a female voice-over asking, "What could be better for Mother Nature than the fiber she grows herself?" The 30-second spot ends with the well-known lyrics, "The touch, the feel of cotton; THE FABRIC OF OUR LIVES."
The Natural trademark appearing at the commercial's conclusion is more than just punctuation. Cotton Incorporated, the research and marketing company funded by U.S. cotton growers and importers, is offering the new trademark as a marketing tool to those retailers and brands wishing to promote their 100% cotton products. The plan also includes promotional and public relations support from Cotton Incorporated. The approach is indicative of the company's ongoing commitment to reducing the cotton industry's environmental footprint.
The commercial, which begins broadcasting on October 29th, was previewed at the Cotton Sustainability Summit earlier this month. It will take center stage in the company's Fourth Quarter 2007 and First Quarter 2008 media buy. In addition, the new spot will air three times during NBC's coverage of the Macy's Thanksgiving Day Parade. Cotton Incorporated will enhance the Natural trademark's visibility at the parade with an integrated marketing effort that includes a float sponsorship and a viral marketing initiative.
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.
-Ltd..jpg?tr=w-120,h-60,c-at_max,cm-pad_resize,bg-ffffff "Thermore (Far East) Ltd.")
.jpg?tr=w-120,h-60,c-at_max,cm-pad_resize,bg-ffffff "Telangana State Industrial Infrastructure Corporation Limited (TSllC Ltd)")
.jpg?tr=w-120,h-60,c-at_max,cm-pad_resize,bg-ffffff "Taiwan Textile Federation (TTF)")
