Cotton Inc. Rolls Out 'Natural’ Campaign in Malls

Cotton Inc. is using pole banners in Westfield malls to promote its new branding campaign.

Cotton Inc. is out with a branding campaign at shopping malls designed to get people thinking about the natural attributes of the fabric.

The campaign, called “A Natural Part of Everyday Life,” features in-mall collateral, including elevator and escalator wraps, sky banners and floor graphics of people enjoying life in fashionable cotton clothing.

Cotton Inc. is rolling out its message in Westfield Corp., Macerich, CBL, Jones, Lange and LaSalle, General Growth Properties and Prime locations (87 in all) through December.

The company is running a sweepstakes in Westfield locations, where the campaign is now live, offering the chance to win one of 10 custom Cotton iPod shuffles. Visitors to www.thefabricofourlives.com can enter through July 7. Select Macerich malls are also slated to promote the sweepstakes.

A gift with purchase is being offered in some areas. CBL Malls in July will give away a Cotton sling bag with a purchase at 13 locations, Marissa Di Mascio, Cotton Inc.’s associate director of consumer marketing-strategic alliance, said.

Likewise in September, Jones and Lange LaSalle outlets will offer a gift card with in-mall purchases.

Prisma Inc., a marketing communications and design firm, handles the creative for the campaign. Cotton, Inc. handles the sweepstakes and fulfillment internally.

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