Cotton Incorporated, a research and marketing company funded by US cotton producers and importers, has launched a new advertising campaign, "Memories are Made in Cotton," to celebrate the 50th anniversary of its Seal of Cotton trademark.

The campaign, aimed at millennials and Generation Z, aims to promote the use of cotton in apparel and remind consumers to look for the cotton seal when shopping.

Brands can leverage the recognizability and popularity of the Seal of Cotton to create marketing efforts that benefit both the brand and consumers. According to Cotton Incorporated’s 2023 Seal of Cotton Survey, 82% of consumers say they can rely on the product or brand associated with the seal, and 81% say a brand using the logo helps them make informed buying decisions. The survey also found that nearly 8 in 10 consumers have an awareness of the Seal of Cotton, far more than other fibers.

The Seal of Cotton offers brands a point of distinction and has shown a double-digit return on investment when used on cotton products.