DDB Weaves Print Effort for Cotton Inc.

NEW YORK Industry research and marketing group Cotton Inc. this month will launch a $5 million print campaign, via Omnicom Group’s DDB, touting the importance of the fiber in women’s apparel.

The effort from the New York agency, which will consist initially of six print ads, targets women ages 18-34. Six more executions are in production for the next phase of the campaign.

The ads are slated to run in Lucky, Glamour, Elle, Marie Claire, Shop Etc., US Weekly, Real Simple, Country Living, Redbook and elsewhere.

The images are designed to resemble garment hangtags; they show women wearing cotton clothes in various settings. One ad depicts a woman wearing a fashionable outfit while sipping a drink in the middle of a city street with the copy, “Fashion Rule No. 1: Ignore Fashion Rules.”

A second image shows a woman in jeans and a blazer with her dog in an outdoor setting. Text reads, “Jeans are like men. The more you break ’em in, the better they get.”

The Cotton Inc. seal and additional copy such as “Always stylish” and “Aged to perfection” drive home the message.