CHOOSING SUPIMA: Supima, the brand of U.S. pima cotton growers, will launch a new marketing campaign titled “Chosen By” in Sunday’s T: The New York Times Style Magazine with a two-page spread featuring a portrait of a Lacoste white polo shirt on one page and a small boll of rare extra-long staple Supima cotton on the other.
A Brooks Brothers non-iron pinpoint Oxford shirt, Barbara Barry sateen sheets and The Breakers Palm Beach plush towels are also featured Supima partner brands in the national campaign, created by Graj + Gustavsen, an integrated branding agency.
The ads were shot by photographer Anna Williams.
“We wanted to convey the superb quality and natural beauty of Supima cotton in an artful way,” said Eric Gustavsen, founding partner at Graj + Gustavsen. Buxton Midyette, vice president of marketing for Supima, said, “The Graj + Gustavsen team have come up with a visually impactful campaign that celebrates both Supima and our respective brand partners.”
Midyette said the campaign will continue with additional issues of the New York Times Magazine and could also include other print, outdoor and digital outlets down the road. In addition to the campaign, G+G is working with Supima on other initiatives focused on building awareness and appreciation of Supima.