In the past few days Cotton Inc. has launched the spring version of their “Fabric of Our Lives” advertising campaign. Ric Hendee, Sr. VP of Consumer Marketing for Cotton Inc.:
“It’s a continuation of a campaign that’s been five years and running. It uses attractive young women who sing well and have careers in music and film. They are generally in their 20s and they can show that cotton is the fabric of their lives via scenes from their own lives.”
The Spring 2013 campaign features Hayden Panettiere, star of ABC network’s hit television show, “Nashville”. Hendee explains research shows the target audience is being reached:
“The campaign has been very successful. Currently we have about 55% of women 18-34 that are aware of the new commercials and know that its cotton. About 49% of all women are aware of the campaign.”
Handee explains why the target of the ad campaign is young women:
“Since we do have a very limited budget, we do focus on the audience that we think we really need to educate. Women buy a lot more than men do and they tend to be more interested in fashion rather than function. That means that they are more likely to care less what clothes are made of so we need to make them believe that cotton is important.”
And to create shopping habits early, that hopefully will last a lifetime. Ric Hendee, Sr. Marketing Manager for Cotton Inc. base in New York.