Cotton Inc.

Cotton Inc. is ditching celebrity endorsements to appeal to authenticity-loving Millennials. Their new campaign provides quick, sharable content focused on consumers’ own real stories about why cotton is their favorite material. The trade group’s last campaign featured Nashville star Hayden Panettiere, and has historically relied on celebrity faces in marketing. However, now their marketing savvy, younger consumers are less swayed by famous figures in commercials. (MediaPost)