Old Cotton Tag Given Youthful Sheen

Hoping to expand its loyal core of baby boomers and play to a more youthful audience, Cotton Inc. will break a new TV campaign in September from Ogilvy & Mather.
“Our research showed younger consumers bought cotton, but their loyalty to the fiber was not as great as that of the boomers. We recognized a great branding opportunity with this next generation,” said J. Berrye Worsham, chief executive of Cotton Inc., the trade group representing the interests of U.S. cotton producers and importers.
Bowing initially on youth-oriented networks like MTV and The WB, the campaign will also target baby boomers on prime time and morning news shows. Print ads are also planned.
The five spots in the $15 million campaign retain “the fabric of our lives” tagline and Cotton logo, but take a more colorful, vibrant approach for 16-to-24-year-olds. The material is positioned as a comfortable, quality alternative to synthetic fibers. Each spot is a stylized portrait of specific product uses such as denim, underwear, bedding and casual office wear.
The spots are also the first in which the client uses celebrities. The denim spot features Daisy Fuentes. The comfort and quality of cotton underwear is advanced by the likes of boxer Evander Holyfield and Ivana Trump. One image features strange bedfellows Mary Matalin and James Carville, the husband-and-wife political foils, slumbering under cotton sheets.
“Celebrities are there to underscore the broad base of humanity that uses cotton,” said Mylene Pollock, the Ogilvy creative director on the account. The agency here has handled Cotton Inc. since 1973 and created the jingle, “The touch/The feel of cotton/The fabric of our lives.”
The most recent campaign, which first aired in 1995, took more of a storytelling approach, and included vignettes of a family sitting at the dinner table and kids crossing the street in a chain of clasped hands.