Cotton Inc. Launches Dirty Laundry Tour

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Cotton Inc. is giving college students a chance to turn in their denim for a good cause.

The company is in the midst of a 14-city tour that gets college students to turn their old denim jeans into insulation to benefit victims of Hurricane Katrina. The event, called “Cotton. From Blue to Green,” is part of Cotton’s Dirty Laundry Tour, which teaches students about cotton clothing, its benefits and care tips.

For every donated pair of denims, Cotton Inc. will recycle the fabric and convert it into UltraTouch, a natural cotton fiber insulation. The insulation will be used to reconstruct schools damaged by Hurricane Katrina. To incent students, retailer Buckle is handing out coupons for $5 off the purchase of a pair of jeans for every piece of denim clothing donated.

The goal behind the cause marketing drive is to collect 500 pairs of jeans from each of the 14 college stops Cotton is touring. So far, students have donated 5,671 pairs of jeans.

This is the second Cotton’s Dirty Laundry tour since 2005 (PROMO Xtra, Sept. 15, 2005). This year, Cotton expanded the tour to new locations and added the cause-marketing overlay.

Through the tour, students can participate in giveaways and games, including Cotton Doodle, a cross between cotton trivia and Pictionary, a Cotton spelling bee and Label Lookout, a game that gets students searching and grabbing cotton labels to win a prize. Students can also try their hand at Washing Machine Pop-a-Shot for a chance to show off their laundry-washing skills to win a prize and personalize Cotton T-shirts with heat press transfers, airbrushed artwork and stencils.

Online at AccessCotton.com, college kids can find tour locations, laundry tips and games. As part of the tour students can enter a sweepstakes for a chance to win a Cotton wardrobe from Buckle. Visitors can enter onsite or online at AccessCotton.com. One grand-prize winner gets a $1,500 Buckle gift card; 10 second-prize winners get a $100 Buckle gift card and 50 third-prize winners get a $25 Buckle gift card. The sweeps, which is open to consumers 17 and older, ends Nov. 10.

Future tour stops include the University of California-San Diego, Arizona State University, Florida State University and North Carolina University. The tour runs through Nov. 6. Online materials support. Jack Morton Worldwide handles.

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