Synthetics may be moving in on cotton’s market share, but Cotton Incorporated’s latest campaign focuses on the fiber’s style, substance and authenticity. With the tagline ‘Cotton. It’s Your Favorite for a Reason’, the commercial moves away from being celebrity-centric in favor of consumers’ stories of why cotton-based items are their favorites.

Cotton Incorporated conducted extensive consumer research to develop this campaign. The campaign is geared towards the youth of this millennium, which Cotton Inc. calls a generation coming of age and craving authenticity. Designed to remind consumers of cotton’s versatility, the campaign acknowledges the style, comfort, durability and quality of cotton apparel. Featured storytellers represent diverse interests, styles and backgrounds. Each is passionate about telling their stories through their favorite piece of cotton clothing, and showing how seamlessly it fits into their lives.

Cotton Incorporated, a non-profit organisation, aims to increase the demand for and profitability of cotton through research and promotion and to ensure that cotton remains the first choice among consumers in apparel and home products. It was founded in 1970 and is based in the US. It is the research and marketing company for US upland cotton. Supporting offices are located around the globe in Mexico City, Osaka, Shanghai and Hong Kong.

www.cottoninc.com/