This summer, Cotton Incorporated is singing and dancing with the #CoolerInCotton campaign to promote cotton’s warm weather benefits over synthetic fibers.
Developed with agency DDB New York, the centerpiece of the campaign is a musical Broadway-like video that features a cheerful lead singer in a light cotton dress and a back-up troupe singing and dancing their way through various scenes of a hot summer, such as police officers sweating since they aren't wearing cotton clothing.
The musical number sung by the troupe offers comical lyrics such as “Your body is a casserole of wet, salty hair" and "Your armpits smell like someone wiped them with some dirty underwear."
In addition to the video, a digital media buy will drive views through partnerships with Pandora, YouTube, and Unruly and a social media push is sending kits to a curated list of social influencers to help "keep them cool in the summer" and further extend the reach and chatter of the campaign.
This campaign represents a new direction for Cotton Incorporated which has previously relied on celebrities like Hayden Panettiere to raise its brand awareness.
"Cotton Incorporated is using a much more humorous tone than other activations to tap into the awkward moments that both men and women face during the warmer months around clothing, and how much more awkward those moments are when you are not wearing cotton," says Icaro Doria, CCO, DDB New York.
"In 2015, Cotton Incorporated moved away from the celebrity campaign and shifted to focus on the reasons why people’s favorite items of clothing are made from cotton through real stories from real people."
Cotton Incorporated is projected to spend $76 million on research and promotion in 2016, down $4 million from 2015.