SOURCE: Cotton Incorporated

Cotton Incorporated

July 07, 2016 12:09 ET

Cotton has Cure for The Summertime Blues, Laughter . . . and Also Cotton

CARY, NC --(Marketwired - July 07, 2016) - Cotton Incorporated, the research and promotion company for cotton, today launched a summer-themed campaign that mixes music, mirth and messaging to the desirable Millennial demographic. The centerpiece of the #CoolerInCotton campaign is a video clip: an all-singing, all-dancing, all-shot-in-one-take musical number that explains, among other things, how to avoid a micro-climate in your pants. The solution: wear cotton. The campaign will run through August.

"Summer is the season of cotton," says Kim Kitchings, Senior Vice President Consumer Marketing, Cotton Incorporated, "And we are taking advantage of that to make consumers aware and care about cotton. Kitchings explains that #CoolerInCotton campaign was custom-built for Millennial appeal. Several research findings informed the approach, namely the Millennial interest in quality; their predilection for social media; and their appreciation for humor and music -- not to mention their inclination to share tunes and humorous content over social media.

#CoolerInCotton, developed by DDB New York, is a departure from Cotton Incorporated's usual tone. Famous for its hauntingly sentimental The Fabric Of Our Lives® commercials in the 1980s and 90s; and its current, real-stories-from-real-people "Cotton. It's Your Favorite for a Reason(SM)" campaign (a line featured as a lyric in the #CoolerInCotton song); this time Cotton Incorporated goes for humor; at times borderline bawdy.

A case can be made for the music-plus-mirth-equals-Millennials approach, including the left-of-center popularity of musical television offerings such as ABC's Galavant, the CW's Crazy Ex-Girlfriend and viral video sensation Activewear by SkitBox, which shows women in activewear doing less than active activities.

The #CoolerInCotton video will reside on the TheFabricOfOurLives.com web site, and its viral spread will be helped along by a series of :15 pre-rolls and other placements over a range of usual-suspect platforms such as Pandora and YouTube. All social roads will lead back to a themed micro-page on TheFabricOfOurLives.com.

About Cotton Incorporated

Cotton Incorporated is the research and promotion company for cotton. Funded by U.S. cotton growers and cotton importers, the not-for-profit organization's mission is to increase the demand for and profitability of cotton. As a resource for the cotton industry, Cotton Incorporated conducts or oversees more than 500 research and educational projects each year. Research areas range from the development of agricultural and textile innovations to analyses of commodity and market data. Through its management of the Importer Support Program of the Cotton Board, the company provides educational support to fashion and textile design students, conducts industry-focused technical workshops around the world, and manages the content and resources of the COTTON UNIVERSITY™ website, www.cottonuniversity.org.

About DDB U.S.

DDB U.S., part of Omnicom Group Inc. (OMC; NYSE), is one of the country's leading and most influential advertising agencies, with offices in New York, Chicago and San Francisco. DDB has been named Agency of the Year numerous times by the industry's leading advertising publications and has been recognized by top awards shows including Effie, Cannes, CLIOs, The One Show, New York Festivals and more. The agency's U.S. clients include McDonald's, Unilever, Mars, Johnson & Johnson, Qualcomm, Capital One and State Farm, among others.

Founded in 1949, the agency is part of DDB Worldwide and consists of more than 200 offices in over 90 countries, with its flagship office in New York, NY.

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