Lacoste launches punchy new ad campaign
More than just a new slogan, Lacoste has adopted a fresh promotional register. The dreamy, refined ad campaigns the French sportswear label owned by Swiss group Maus Frères has deployed in the last five years, underscored by the ‘Life is a beautiful sport’ tagline, have been replaced by a punchier message: with the #crocodileinside slogan, Lacoste's advertising has fresh bite.
The chic young couples of old have been replaced by a fine cast of plucky brand ambassadors, chosen by Lacoste for their “tenacious, creative and free-thinking” spirit. The campaign's launch unveiled the first 13 of them (five more will be added in the coming months), each matched with one of the label’s iconic polo shirts.
Lacoste’s new faces come from all around the globe, from the worlds of sport, fashion, film, music and modelling. They have been lensed by Oliver Hadlee Pearch (Theory, See by Chloé, DVF), giving Lacoste a multicultural, inquisitive dimension.
Among them, Serbian tennis superstar Novak Djokovic, US actress Chloë Sevigny, her French colleague Rod Paradot, US models Ebonee Davis, Jamie Bochert and Alton Mason, Japanese model Serena Motola, French-Senegalese dancer Salif Gueye and Korean artist Sang Woo.
As for the world of music, and as proof of Lacoste’s radical change in tone after years spent fashioning a polished image, the label opened up to the urban scene, and picked French rapper Moha La Squale, who already collaborated on a collection with Lacoste, and DJs Clara 3000 and Noah Becker, son of German tennis champion Boris Becker. US singer Asap Nast, co-founder of the Asap Mob collective, adds an American rapper edge to the team.
The campaign’s first pictures are now featured on the press and social media, on street posters and inside Lacoste stores. Subsequently, each ambassador will promote a specific product category.
The new campaign is designed to further boost the label led by Thierry Guibert, who intends to keep it growing at a steady pace. Recently interviewed by French newspaper Le Figaro, Guibert stated that Lacoste’s sales rose by 26% in 2018, generating a revenue of €3.1 billion.
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