The Crocodile | MarkeTHINK zone

Lacoste amazing campaign

Lacoste has one of the most iconic and recognizable logo in the world – the crocodile.

And what the company made with their communication campaign in 2018 was not only a bold move, but also smart, caring and making an impact move, related not only with the business, but also with one very important social cause – the cause with the endangered species in the world.

What Lacoste did?

Together with the organization “IUCN Save our Species”, Lacoste launched in 2018 a communication campaign during Paris Fashion Week with the main goal to raise awareness about the saving of 10 of the most endangered species in the world.

For the purpose of the campaign, Lacoste replace its legendary crocodile logo with the images of each of the 10 endangered species and produced with each of the 10 “new logos” limited editions polo-shirts. And not only this, but the idea get even deeper – the number of the produced polo-shirts with the respective logo corresponded with the number of the left species of a kind in the world at that time.

It’s not a surprise how engaging this campaign was and the result – within 24 hours all limited edition polo-shirt were sold. All profits of this campaign were donated to support IUCN’s Save Our Species program.

And what is even more amazing is that in 2019 Lacoste replicated this campaign again with another 10 endangered species.