"The Fabric of Our Lives" - Cotton Incorporated Press Release
Pratically every consumer in America knows that cotton is "The Fabrics of Our Lives". When the first commercial using this theme air on TV in 1998, the campaign quickly became one of the most memorable and best love effort advertising campaign in the country. After 14 years , 3 additional set of commercials, the campaign continue to be highly popular and effective.
Currently on air are the commercials featuring "Denim", "Underwear" and "Home Products". After 3 to 4 yearson air, the commercial are remembered by 70% of viewers, moving up from 48% in 1998 in the previous campaign. Rather than replacing the campaign, they are adding on to it. The 2 great new commercial showcase a great varitly of clothes on cotton.
Behind the Scene - Ogilvity and Mather Team
In Cotton advertising we are looking at what the core elements were.
They came up with 4 key theme, each commercials has a core though, such as "Denim", "Underwear" or "Sheets".
1.The feeling and expression of that thought.
2. It is the people looking great in cotton clothings
3. It is "The Fabric of Our Lives" song, the music for cotton is incredibly important and they want to keep that.
4. Lastly, the cotton logo, at the end of the commercial, it is so important for the consumer to identify, and so important for cotton.
Music: Remising in fact is like cooking with music, where the DJ takes the music from the past, the present and creates pieces of music.
The new though communication for cotton isn't just for cotton, it is that the consumer want to feel stylist, want to go out, goes to work in a professional manner, to give a more fashion twist. It is about...