Lacoste - "Eau de Lacoste L.12.12 (French)"

FamousGrey

FamousGrey Paris, France

14910

Marque: Lacoste
Pays: France

Annonceur: Procter & Gamble

Titre	Eau de Lacoste L.12.12 (French)
Titre (langue originale)	Eau de Lacoste L.12.12
Agence	FamousGrey
Campagne	Polo in a Bottle
Annonceur	Procter & Gamble
Marque	Lacoste
Date de première diffusion/publication	2011 / 3
Produit	Eau de Lacoste L.12.12
Secteur d'activité	Parfums
Slogan (langue originale)	L'esprit du polo Lacoste dans une collection de parfums
Synopsis	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.
Synopsis (langue originale)	Le film met en scène le pliage d'un polo par un artiste origamiste. Lorsque l'emblématique polo blanc Lacoste est parfaitement plié, il se transforme en flacon de parfum.
Philosophie (langue originale)	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
Type de média	Télévision & Cinéma
Bande son	The Message
Maison de production	Intersection
Responsable de budget agence	Nathalie Bailleul
Responsable de budget agence	Fiona Ferrier-Weil
Producteur, agence	Agathe Michaux-Terrier
Directeur artistique	Martina Langer
Directeur artistique	Patrice Jean-Baptiste
Réalisateur	Fleur & Manu
Producteur	Erin Guillon
Compositeur de musique	Melvin Glover
Compositeur de musique	Sylvia Robinson
Interprète / Acteur	Grandmaster Melle Mel & Scorpio