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 manufacturer 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 /

Trade advertising is important for the B2B side of Cotton Incorporated as it targets companies in the fashion, textile, apparel, home goods, and nonwovens consumer goods categories. These key 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 /

Gusto Design Co. crafted the advertising direction for Cotton Incorporated B2B trade advertising starting in 2017. These ads (along with web banners) ran in various trade publications such as Outdoor Retailer and were featured in trade shows.