Cotton Inc story on Marketplace

December 01, 2010

We’re probably all familiar with the “Fabric of Our Lives” tune but we may not all be familiar with the history of Cotton Incorporated and how it was created. American Public Media recently aired an article on Marketplace and posted the content online about the need for cotton to battle the up and coming synthetic fibers in the marketplace. By creating Cotton Incorporated, farmers and growers were given a unified voice. Launching a PR campaign 40 years ago has led to cotton capturing 2/3 of the marketplace rather than a mere 1/3 that the commodity had when the campaign started. 8 out of 10 Americans recognize the Cotton Inc. logo. It’s been a successful campaign and was a trailblazer for other commodities that created their own campaigns – milk and the California Raisins.

The complete story is available on the Marketplace Web site and includes a video of a Leona Lewis commercial promoting cotton as well as the audio version of the story.

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