Celebrating comfort, confidence and relatability, Cotton Incorporated unveiled a new campaign on Monday that pairs humor with a musical throwback as a reminder of how cotton fits into everyday lives.
“One thing we learned from the past year is people seek comfort from familiarity and gain confidence from our favorite clothing, whether it’s a soft cotton sweatshirt, power blazer or longtime favorite T-shirt and denim jeans,” Kim S. Kitchings, senior vice president of consumer marketing at Cotton Incorporated, said. “This campaign captures those emotions through relatable situations and brings a smile in a time when we’re really ready to wear one.”
The campaign features testimonials showcasing the benefits of cotton through the clothes people wear. Audiences meet “‘Rita,” who feels powerful and comfortable enough in her cotton jumpsuit to take on the dating world, and “Jamie.” who feels emboldened to tackle her day and lead her team with confidence, in part because her blazer keeps her cool due to cotton’s natural ability to breathe.
The campaign pairs the scenarios with piano accompaniment and comedic commentary by celebrity singer and television host Carnie Wilson, who chimes in with a familiar tune.
“The Fabric of Our Lives is one of those jingles that just stays with you,” Wilson said. “I can’t remember the first time I heard it. I think it’s always been a part of the American soundtrack. ‘The Fabric of Our Lives’ is a jingle everyone seems to know, even if you can’t pinpoint the first time you heard it. It’s fun to think I’m continuing it for my kids and their generation.”
Cotton Incorporated ads have a long tradition of connecting the physical comfort of the fabric to consumers’ emotional comfort. The original jingle debuted in 1989, introducing cotton as an integral part of the American experience.
The campaign will air on broadcast, streaming and digital outlets starting Monday and will be supported throughout the year on the organization’s social media channels.
Cotton Incorporated, funded by U.S. upland cotton producers and importers of cotton and cotton textile products, conducts worldwide research and promotion activities to increase the demand for and profitability of cotton.