Cotton fabrics are just more comfortable than those with synthetic fibers, and Cotton Incorporated intends to build on that truth to make more sales of cotton-rich apparel at a time when the industry needs to recapture market share.
That’s the idea behind the launch of Cotton Incorporated’s new consumer-directed advertising campaign, “Leave Comfort to Clothes,” which is being rolled out this week by CI’s Consumer Marketing Division on network TV.
“The ‘Leave Comfort to Clothes’ campaign leverages consumers’ strong connection between cotton and comfort and inspires them to rethink the way they view comfort,” says Jill Orsini, Cotton Incorporated’s Director of Advertising.
“The comfort doesn’t come from the softness of cotton but from the strength the consumer exudes,” she said. “This comfort is courage which goes beyond the physical; it is inner strength. When people feel comfortable, they’re better – more confident, more productive, happier, and more likely to express how they feel.
“This campaign is challenging people to be fearless in their thoughts and actions and to get out of their comfort zones,” she notes. “The message is for consumers to leave comfort to the clothes, where the softness, durability, ease of care, and versatility go with them no matter where they go or what they do.”
A coordinated primetime TV and digital launch of the campaign will happen today, April 24. The first of three 15 second commercials will go live this week on the following primetime TV programs:
Monday April 24
ABC – Dancing With the Stars, 8-10 PM
CWTV – Supergirl, 8-9 PM
Tuesday April 25
CWTV – Riverdale, 9-10 PM
FOX – The Mick, 8:30-9 PM
FOX – Prison Break, 9-10 PM
Wednesday April 26
ABC – Speechless, 8:30-9 PM
Thursday April 27
FOX – Masterchef Jr., 8-9 PM
Friday April 28
ABC – Shark Tank, 9-10 PM
The campaign aims to reach women and men 18-49 and extends beyond TV to digital custom content. Digital media will build awareness for the new campaign, educate the consumer on cotton’s benefits, and encourage them to check the label and shop cotton.
To view the first commercial in the series click here.