This fall, students from 14 colleges across the United States will engage in Cotton Incorporated's second annual Cotton's Dirty Laundry Tour. The interactive, mobile marketing event is geared to heighten awareness of and exposure to cotton among college students — also known as “millennials” — who have an annual spending power of nearly $172 billion.
The tour will include fun and interactive games, laundry tips and fashion ideas — all set up in tents across campus with a focus on cotton.
“Building on the success of the last year inaugural Cotton's Dirty Laundry Tour, we know that this is an excellent way to get students excited about cotton in an environment they enjoy,” said Paula Rosario, Cotton Incorporated's vice president, consumer marketing — strategic alliances.
“At this time of their lives, college-age consumers are testing and redefining their likes and dislikes, loyalties and values — and it's a prime time to educate them about the ease of care and unique fashionability of cotton.”
New to the tour this year is a “denim drive” called Cotton. From Blue to Green, which will encourage students to donate old denim clothes that will be recycled and converted into insulation called UltraTouch Natural Cotton Fiber Insulation by Bonded Logic (www.bondedlogic.com). The insulation will then be used to help rebuild a primary school in Louisiana that was devastated by Hurricane Katrina.
The UltraTouch donation will be facilitated by Advance Baton Rogue, a non-profit organization established to promote systematic changes in public education that increase the academic achievement of all students.
“By presenting these students with the opportunity to give back to such a worthwhile cause like Hurricane Katrina, we are generating awareness that cotton is a reusable and very sustainable fiber,” commented Rosario. “And hopefully, by reaching them at this age, the sustainability aspect of cotton will stay with them for many years.”
As an added incentive for students to donate their denim, the Buckle clothing store (www.buckle.com) will be providing coupons for $5 off the purchase of a pair of jeans for every piece of denim donated. Additionally, the Buckle is also contributing prizes for Cotton's Dirty Laundry Tour Shopping Sweepstakes.
Remaining Cotton's Dirty Laundry Tour include:
Oct. 2 — Fresno State
Oct. 5 — University of California, San Diego
Oct. 9 — Arizona State University
Oct. 16 — University of New Mexico
Oct. 20 — Texas State, San Marcos
Oct. 23 — Texas A&M
Oct. 26 — Louisiana State University
Oct. 30 — Florida State University
Nov. 2 — Middle Tennessee State University
Nov. 6 — North Carolina State University
To learn more about Cotton's Dirty Laundry Tour, visit www.accesscotton.com, the official site of the tour. The Web site also features free music downloads, games, sweepstakes, cotton care information, style tips and more — all designed for college students.
Cotton's Dirty Laundry Tour is produced in part by Jack Morton Worldwide, a leading experiential marketing agency. For more information, visit www.jackmorton.com.
The Cotton Board administers and oversees the Cotton Research and Promotion Program conducted by Cotton Incorporated for America's cotton producers and importers. For more information about the Cotton Board, please visit www.cottonboard.org.