Supima Association touts benefits in new ad campaign

Marvin Lazaro, Staff Staff, December 17, 2001

In an effort to build heightened awareness about products using Supima cotton, the Supima Association of America has unveiled a new consumer ad campaign.

The campaign's first run is scheduled to launch in April 2002 through June and to appear in three consumer magazines, House and Garden, House Beautiful and Elle Décor, said Jesse Curlee, president of the association. The second run is scheduled for September 2002.

"People see Egyptian cotton out there, and there's a perception that it's better," Curlee said. "They think it has some romantic feeling to it because it's from Egypt, when any cotton from there can be called Egyptian cotton, really.

"Supima is simply the best in regard to a natural cotton fiber," Curlee emphasized.

The ads will also appear in trade books at least once or twice a year, with the possibility of other consumer publications being added to the roster in the association's next fiscal year.

Curlee also said that while many bedding manufacturers currently use Supima for their products, the campaign will remain generic in nature and not mention any manufacturer specifically. Manufacturers, however, were supportive and favorable when told of the campaign, according to Curlee.

Supima cotton, the majority of which is grown in California, is a special species of cotton. It is an extra-long staple cotton, which makes it longer and stronger than regular cotton. In turn, it gives those products composed of it a more luxurious and softer feel, and it is also more durable than regular cotton, adding to a product's longevity.

The campaign was designed by the New York-based advertising firm of Chillingworth/Radding Inc. and will utilize a four-color, black and white process aimed at giving the ads a more dramatic and sensuous feeling. One ad will depict a woman sleeping with Supima cotton sheets, while the other will feature a little girl wrapped in a Supima cotton towel. Both will feature the tagline "Why would you settle for anything else?"

The Supima Association website address,, will also appear on the ads for consumers who want more information.

"In both cases, we're evoking a sense of the best," said Linda Greene, who designed the campaign along with fellow creative director Tom Gladwell for Chillingworth/ Radding.

"We felt the demographic of each magazine matches the demographic of customers who would want to use Supima cotton," said Steve Radding, a partner of the advertising firm. "Generally, we're targeting someone in their 30s or 40s with a pretty high income level. And anybody who buys a cotton sheet is probably a higher-earning customer."

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