The “green” trend that’s picking up steam in the U.S. is giving the cotton industry an incentive to promote its “natural” quality. Cotton Incorporated is making some small, but significant changes to its add campaign in an effort to let consumers know that cotton meets the criteria for being “green”.
Cotton Incorporated announced the timely return of an American favorite: the touch the feel of cotton, THE FABRIC OF OUR LIVES(R). 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(TM) 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.”
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.
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