Cotton, Inc. Tours Colleges
Cotton, Inc. tours 10 college campuses this fall to tout cotton clothes and dorm gear to students who may be doing their own laundry for the first time in their lives.
The effort, dubbed Cotton’s Dirty Laundry Tour, uses that laundry experience to sow loyalty among young consumers by positioning cotton as a versatile, easy-care option. It’s part of Cotton Inc.’s $27 million ad and promotions push, much of which targets women 18-34.
The tour brings music, fashion shows and games to campuses for one-day events. A Customization Station lets students decorate their own clothes with stencils, airbrushes and transfers; a Dorm Décor lounge hosts a DJ and a random-draw sweeps awarding dorm gear. A separate Rock and Load Sweepstakes will give away a washing machine retrofitted with a TV, stereo, DVD player, video game system and speakers.
A Washing Machine Pop-A-Shot asks students to sort multi-colored fabric balls into three giant Hot, Warm and Cold washing machines; a Rinse and Spin photo booth takes digital photos to post at Accesscotton.com. A Fashion Catwalk hosts day-long fashion shows with local students as models.
The dedicated tour Web site, Accesscotton.com, carries music downloads, fashion and decorating and laundry advice. The tour runs Sept. 20 through Nov. 1 via Jack Morton Worldwide, New York.
Cary, NC-based Cotton, Inc. is the marketing and research arm of the USDA’s Cotton Board and is funded through assessments paid by cotton farmers. DDB New York handles advertising.
