Promotions & Advertising

The COTTON USA Mark was developed in 1989 and is licensed for use by CCI partners who produce high quality, 100% cotton products which contain at least 50% U.S. cotton.

With the help of world-class advertising agencies, CCI has launched award-winning promotional campaigns featuring the Mark in key consumer markets in Asia, Western Europe and Latin America. Each campaign reinforces the message that products made from U.S. cotton are the highest quality, most comfortable and most durable in the world.

Types of campaigns

Integrated retail promotion events
In-store retail promotions
Television and cinema advertisements
Print ads in major fashion magazines such as Vogue, Elle and Cosmopolitan
Posters and Mediatron advertisements on outdoor billboards and even on London's famous double-decker buses

Each advertising campaign:

Reinforces consumer recognition of the COTTON USA Mark
Strengthens consumers' positive attitudes toward products identified with the Mark

Chart - Consumer Awareness Chart - Consumer Attitudes

Interested and aware consumers then:

Demand products labeled with the Mark
Have a greater interest in buying products containing a high percentage of U.S. cotton which increases demand for products containing a majority of U.S. Cotton produced by COTTON USA Licensees.

The result is that more retailers ask suppliers to provide products that meet CCI specifications for using the Mark. Because qualifying products must be high quality, 100-percent cotton made from more than 50-percent U.S. cotton, successful execution of these activities pulls additional U.S. cotton into the marketing system and increases the marketability of the final product at retail.