Jun 11 2008
Cotton Incorporated's ongoing involvement with green marketing has revealed a simple but important point: Consumers want apparel that's fashionable as well as environmentally friendly. And to highlight it, the firm has released three new consumer magazine ads created by the company's agency of record, DDB Worldwide.
With headlines that include "If It's Cotton, You'll Know It's Green (Even If It's Pink)", "Cotton. Style That Comes Naturally" and "Cotton. Green Before It Was Even In Style." These new ads showcase the Natural(TM) trademark with images of women in very fashionable cotton clothing that's also very green. They continue the series' popular hangtag design theme.
"Through our research, we've discovered that the same consumer who's concerned with the state of the environment also places an even higher priority on fashion when purchasing," states Ric Hendee, vice president, marketing services, at Cotton Incorporated. "We've developed these three new ads to convey that cotton has always been and continues to be the natural choice for fashionable, eco-friendly clothing."
The campaign will premiere in Shape, Family Circle and Life & Style magazines in the month of July, and will run in numerous other consumer publications throughout the end of the year.
In addition to appearing in print and broadcast advertisements, Cotton Incorporated is offering the new Natural trademark as a marketing tool to retailers and brands wishing to promote their 100 percent cotton products. The trademark was developed to reinforce Cotton Incorporated's commitment to sustainability and the message to consumers that apparel made of cotton is the only natural choice.
DDB Worldwide Communications Group Inc is the fourth largest consolidated advertising and marketing services global network and the most awarded agency network in the world, according to Creativity magazine 2006. In 2007 Tribal DDB was named Global Agency Network of the year by Ad Age. Four-time winner, Adweek and Advertising Age Global Network of the year, DDB was also named the World's Top Network in Europe by the Gunn Report in 2006 and 2007.
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.