OVERVIEW /

Cotton Incorporated, the research and marketing company representing upland cotton, is a non-profit organization funded by cotton growers in the United States through per-bale assessments on producers and importers levied by the Cotton Board, which reports to the United States Department of Agriculture. The Program is designed and operated to improve the demand for and profitability of cotton. As a not-for-profit, Cotton Incorporated does not manufacture or sell any products. Instead it conducts research to benefit every link in the vast cotton supply chain and develops promotions that encourage the use and desirability of cotton and cotton products.

TASK /

Cotton Incorporated targets several companies in the fashion, textile, apparel, home goods, and nonwovens consumer goods categories. These markets and their supply chains use cotton in a variety of products from clothing, hygiene and baby care products, home insulation, and even food goods. Because cotton is natural and quite sustainable, it is the smarter environmentally friendly product to use across many markets.

EXECUTION /

Not to be confused with the consumer-driven “Fabric of Our Lives” campaign, the B2B “Cotton Does” campaign uses proof points to “Discover What Cotton Can Do”. It’s more than a reliable textile; cotton is a natural and sustainable everyday staple that’s continually being re-imagined from farmers to scientists. It’s a fabric you can feel good about using.

Successful ads and digital banners ran in multiple publications and were also featured in various trade shows across North America and Asia.