Lacoste - "Eau de Lacoste L.12.12"

FamousGrey

FamousGrey Paris, Frankreich

8609

Marke: Lacoste
Länder: Frankreich

Werbende: Procter & Gamble

Titel	Eau de Lacoste L.12.12
Titel (Originalsprache)	Eau de Lacoste L.12.12
Agentur	FamousGrey
Kampagne	Polo in a Bottle
Werbende	Procter & Gamble
Marke	Lacoste
Datum der ersten Ausstrahlung/Veröffentlichung	2011 / 3
Produkt	Eau de Lacoste L.12.12
Produkt (Originalsprache)	Eau de Lacoste L.12.12
Geschäftsbereich	Parfüms
Story	SUMMARY: Faced with declining sales and a blurred image, especially with the young, Lacoste realized that, while all their products had something to do with Lacoste, none of them was ‘Lacoste’, in the way CK One is Calvin Klein’s main ambassador. What was missing was a signature fragrance. Creating one would provide a strategic platform for the total brand and a stronger foundation for continued future growth and image. But Proctor & Gamble wanted not only to successfully launch a signature male fragrance that would revitalise the Lacoste brand, but also to grow the total value of sales by 10% and grow the business during the busy holiday period while becoming the key brand ambassador. The Lacoste Polo Shirt created in the 1930’s embodies Lacoste values: simple, easy chic, freedom of movement, light-hearted unconventionality. It has always been, and still is, a best seller. Why not create a fragrance that would simply be communicated as the Lacoste Polo, in a bottle? The Polo in a Bottle campaign was a huge success as it pulled the company out of a 3 year decline to a total brand growth of 20%, twice as much as the projected 10%. In the busy holiday period, Lacoste fragrance grew 119% from the previous year to a 1.19% of market share during the holidays. Proctor and Gamble was also able to create a cohesive image for the Lacoste brand, as L.12.12 became the leading line of the Lacoste portfolio in every market.
Philosophie (Originalsprache)	La campagne mise sur une idée forte et simple: toute l'essence de Lacoste dans un parfum. Le concept créatif développe ainsi la transformation physique du polo en Eau de Lacoste
Medientyp	Case Study
Soundtrack	The Message
Kundenbetreuer	Nathalie Bailleul
Kundenbetreuer	Fiona Ferrier-Weil
Art Director	Martina Langer
Art Director	Patrice Jean-Baptiste
Regisseur	Fleur & Manu
Druck-Produzent	Elena Mazzanti
Fotograf	Kay Mucke