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Unstain Your Style

National Prime Rib Day, National Chocolate Chip Cookie Day and National Wine Day – there is actually a national food holiday for every single day of the calendar year. To engage with consumers and take advantage of conversations happening around these celebrations, which often trend on social media, Cotton Incorporated merged two of consumers’ favorite social passion points — food and fashion. This effort is to help tell the story of cotton’s ease of care and to drive demand for cotton.

To demonstrate how easy cotton is to wash and care for, the new social media campaign, #UnStainYourStyle, adopts a quirky approach featuring high fashion models posing with over-exaggerated and highly stylized foods incorporated into their looks.

One image shows a man in a light colored shirt lying on his back with a glass of red wine balanced on his chest; another pictures a woman dangling a bangle of glazed doughnuts from her wrists; while another model, in white, has spaghetti with red sauce draped from her arms.

Social Media Presence
Cotton Incorporated drew upon the expertise of photographer Jimmy Marble to create the “tasty” imagery, which is featured on the full range of Cotton Incorporated social media channels, such as Instagram and Twitter. The campaign also includes a dedicated website, www.unstainyourstyle.com, which provides detailed cotton care and stain removal tips.
The campaign launched in January, and Cotton Incorporated is releasing approximately one new tip a week for 52 weeks – a full calendar year. It is offering tips for removing a wide range of stains, including grease, red sauces and sticky foods, to help celebrate days like National Greasy Foods Day and National Candy Cane Day.

So far, the campaign has garnered over 380,500 social engagements (likes, shares and comments). To further build brand loyalty with these fans, Cotton Incorporated used a surprise-and-delight tactic and gave more than 25 fans an #UnStainYourStyle 12-month calendar.

“We are excited to bring this campaign to life and offer consumers visually engaging content that is also utility driven,” says Jill Orsini, director of advertising for Cotton Incorporated.

“We are hopeful that delivering this cotton ease-of-care message will motivate consumers to look for and buy cotton.”

How To Remove Red Sauce Stains
• Working from the reverse side of the stain, flush with cool water and pre-treat with a liquid laundry detergent; pat down stain with repeated light strokes and let stand for several minutes.
• Rinse well with water and then sponge with white vinegar.
• Rinse again with water and then repeat steps 1 to 2 until you have removed as much stain as possible.
• Treat with a prewash stain remover and then wash as directed by the care instructions.

Get Rid Of Grease
• Sprinkle cornmeal or talcum powder on the grease spot until the grease is absorbed.
• Brush off with a dry cloth.
• If the stain is still there, try a spot remover (multiple treatments may be needed to remove completely).
• Wash as directed. Don’t tumble dry until you are certain that the stain has been removed.

The Cotton Board, which administers Cotton Incorporated’s Research and Promotion Program, contributed information for this article.