Cotton Inc. goes consumer for campaign

By Staff -- Home Textiles Today, 8/23/2004 12:00:00 AM

NEW YORK —

Cotton Incorporated has developed a new consumer magazine print campaign as part of its effort to reach women ages 18 to 34.

The campaign, which will initially consist of six print ads, will run in 13 consumer magazines beginning in the September issues, with more than 280 million total impressions during the initial four-month launch.

"Cotton Incorporated is always looking for the best way to communicate with the consumer about the benefits of cotton," says, J. Berrye Worsham, president and CEO, "and now we think we've discovered a strong way to translate that message to print. In addition to celebrating how great cotton looks in today's fashions, the new campaign, in both television and print, celebrates women's love of shopping for clothes and home textile products."

The ads are scheduled to appear in Lucky, Glamour, Elle, Marie Claire, Shop, Etc., US Weekly, Real Simple, Country Living, Budget Living, Redbook, Parenting, Women's Health and Fitness. Cotton Incorporated plans to spend approximately $5 million on consumer print advertising for 2004-2005. Six more ads are currently in production for the next phase of the campaign.