Leave Comfort to Clothes
Cotton Incorporated’s Consumer Marketing Division has announced the launch of a new consumer-directed advertising campaign, Leave Comfort to Clothes.
“The ‘Leave Comfort to Clothes’ campaign leverages consumers’ strong connection between cotton and comfort and inspires them to rethink the way they view comfort,” says Jill Orsini, Cotton Incorporated’s Director of Advertising.
“The comfort doesn’t come from the softness of cotton but from the strength the consumer exudes. This comfort is courage which goes beyond the physical; it is inner strength. When people feel comfortable, they’re better – more confident, more productive, happier, and more likely to express how they feel. 
This campaign is challenging people to be fearless in their thoughts and actions and to get out of their comfort zones. The message is for consumers to leave comfort to the clothes, where the softness, durability, ease of care, and versatility go with them no matter where they go or what they do,” said Orsini.
A coordinated primetime TV and digital launch of the campaign will happen today, April 24. The first of three 15 second commercials will go live this week on the following primetime TV programs:
Monday April 24
ABC – Dancing With the Stars, 8-10 PM
CWTV – Supergirl, 8-9 PM
Tuesday April 25
CWTV – Riverdale, 9-10 PM
FOX – The Mick, 8:30-9 PM
FOX – Prison Break, 9-10 PM
Wednesday April 26
ABC – Speechless, 8:30-9 PM
Thursday April 27
FOX – Masterchef Jr., 8-9 PM
Friday April 28
ABC – Shark Tank, 9-10 PM
The campaign aims to reach women and men 18-49 and extends beyond TV to digital custom content. Digital media will build awareness for the new campaign, educate the consumer on cotton’s benefits, and encourage them to check the label and shop cotton.
To view the first commercial in the series click here.
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