Cotton finds a new look

By Staff -- Home Textiles Today, 4/26/2004 12:00:00 AM

NEW YORK —

Lifestyle messages are the basis of the new advertising campaign launched this month by Cotton Inc.

The campaign replaces the 14-year old program called "The Fabric of Our Lives."

"It's time to move on," explained J. Berrye Worsham, president and CEO of Cotton. The new campaign targets "a younger, female market," he said.

Added Lee Garfinkel, chairman and chief creative officer of DDB NY, Cotton's new ad agency, "Cotton already has the 35-and-up female customer. We are focusing on the 21 to 34 woman with a strategic campaign" to build market share. Women today, Garfinkel explained, "don't care what clothes are made of, if it's good. We want them to check the label and think about cotton."

The campaign, with a budget of more than $20 million, will focus on women's passion for shopping and clothes.

The campaign kicks off with television ads, followed by print ads later in the year. DDB also will plan an integrated media campaign including print, the Internet and sales promotions.

Home furnishings will not be included in the first wave of advertising, Worsham said. "We already have a 65 percent market share in home furnishings."

DDB NY replaced Ogilvy & Mather/New York, Cotton's agency of more than 30 years.