When Is A Crocodile Not A Crocodile? Here’s the drill. Lacoste’s iconic crocodile has moved over, given up its space so to speak, for a much bigger message. No, the croc did not sell out. It isn’t being replaced by some slick, computer-generated line art…
When Is A Crocodile Not A Crocodile?
Here’s the drill. Lacoste’s iconic crocodile has moved over, given up its space so to speak, for a much bigger message. No, the croc did not sell out. It isn’t being replaced by some slick, computer-generated line art that has the word Lacoste hidden somewhere within the shape of a crocodile.
Instead, what’s happening is the semi-permanent location on your chest and the chests of millions of other designer shirt wearers will become much closer acquainted with one of ten different animals in what is being called the Lacoste Save Our Species campaign.
Lacoste is throwing their iconic designs behind the International Union for Conservation of Nature (IUCN) and BETC Paris to shine a little extra light on those creatures that have been lurking behind the crocodile for the past few decades and now have their own voice.
Here’s where the math gets a bit on the wild side of the animal kingdom.
The endangered species featured on the Lacoste shirts will be limited editions. But here’s the catch. The total number of special edition shirts will correspond with the actual number remaining of each endangered species. As an example, the Vaquitas, which is sort of like a porpoise, will be on just 30 shirts because only 30 of them still exist on the planet. There’s only 450 Anegada Rock Iguanas. So, they will be featured on just 450 shirts.
What’s this say about the crocodile? Well, that crazy little croc has been in place for the past 85 years. It needed a break and what better way to utilize a common branding tool than with an eco-friendly message?
Here’s where marketing can truly have a punch. You know, make an impact in the world around us. Even if you don’t buy a Lacoste polo shirt featuring any of the near extinct animals on them, you will at least understand what the message is when you see one on somebody.
It also elevates the brand to a whole new level of global consciousness. Even if they always have been in the green end of the spectrum, now they don’t have to explain that part to you.
This is where marketing scores big points. When your brand is as iconic as the Lacoste polo shirt crocodile, you can use that tiny piece of shirt real estate for a much larger cause or message with minimal marketing expense. Plus, you get extra mileage out of your existing branding.
From where I’m sitting, the whole Lacoste Save Our Species campaign couldn’t have partnered with a better brand because of how strongly we already associate Lacoste with crocs. Turning the tide and giving endangered species a bit of exposure on their shirts is not only brilliant, it is really the right thing to do.
Many corporate entities miss that point.
When you have such a recognisable brand, it means you have influence. By using that influence to promote a worthy cause, everybody wins. And we’ll all be happy to see the crocodile reappear when the Lacoste Save Our Species campaign is over.
Created by the clever minds at TBWA/Paris, fries tell no lies when they point you in the direction of the nearest Mickey D’s. And that’s precisely what they do, although the fries in the billboards take on the shape of bright yellow lines on an equally brightly-coloured billboard.
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