Clever Cotton
Cotton Inc. is launching a new print ad campaign in a wide variety of the usual women’s magazine suspects this month. When I read of this in a BrandWeek “e-newslette” (my name for that nice, short bulleted type of newsletter), it inspired me to head to the Cotton Inc. site where I came across a lot of interesting-to-me information. If every consumer-focused industry developed a site as packed with facts and “FAQs” as this site, consumers would see the biz world in a new light. I was impressed.
While I didn’t love the “characters” in their trade ad campaign (obviously not geared to me anyway), I like that they offer postcards and have some great resources on all things cotton. In addition, as someone who writes on topics on short notice (e.g. this blog), it is wonderful to have access to such information without having to contact the media person or schedule an interview etc.
I think they are definitely dialing into the women’s market with their latest batches of print ads. This just-launched one is flirty and sassy with likely great appeal for the 18 – 34 year old female set, and more of a focus on shopping than most of my 30+ friends have (so, again, I am not the target market). I think they will see great success with this hangtag templated campaign. The earlier print ad campaign – which must be a series I missed out on earlier this year – shows a split screen and two different views of a person in any given day (usually a woman, several also showing an additional child or man) with some clever copy like “35% Top Dog, 20% Dynamo, 45% Show Stopper” to describe the woman. Of course, the photos are beautiful, with smiling women in bright colored cotton clothing of all types.
I would love to know how they went about their research and tapped into the women’s market so well. Let me see if I can’t scrounge up some more information for you and write this up in a larger post or article in the near future. I’ll keep you posted.
In the meantime, if you’ve always wanted to know where corduroy comes from (who hasn’t?), I suggest you visit the Did You Know? section of their site.
