It's So Easy, With Cotton

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NEW YORK Cotton Inc., a cotton growers’ association, launched a 30-second television spot on Wednesday touting the fabric’s easy-care qualities.

The commercial, via DDB in New York, is called “Dry Cleaner,” and is the latest iteration in a campaign that three years ago replaced Cotton’s long-running “Fabric of our lives” series. The theme of the current campaign is “You can never have enough.”

“We went edgier with the new campaign, which targets a younger 18-34-year-old consumer,” said Ira Livingston, svp of consumer marketing for Cotton Inc.,



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