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Cotton Inc. Stages Marketing 'Protest' in NYC

The company is taking its viral marketing campaign, “Cotton or Nothing,” to the next level.

COTTON OR NOTHING: Cotton Incorporated is taking its viral marketing campaign, “Cotton or Nothing,” to the next level. On Monday, Cotton Inc. began showing a “documentary” it filmed during New York Fashion Week in which mannequins in the Meatpacking District began “walking off the job” in “protest” of what the organization says is consumer reaction to cotton substitution. Cotton Inc. invited consumers to “Join The Protest” by having their picture taken with the “striking” mannequins and signing the Cotton Or Nothing Manifesto. Over 300 people participated in “Mannequin Protest,” a stop-motion short film by Evan Boehm that can be found along with more information about the campaign at cottonornothing.com.

Ric Hendee, senior vice president of consumer marketing for Cotton Inc., claimed that the marketing program is fueled by growing consumer dissatisfaction with poorly produced garments, adding, “The cottonornothing.com Web site gives frustrated apparel consumers a forum to share their fabric fails and acts as a resource on how to avoid these disappointments.”