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

FamousGrey

FamousGrey Paris, Francia

14902

Marca: Lacoste
País: Francia

Anunciante: Procter & Gamble

Título	Eau de Lacoste L.12.12 (French)
Título (Lengua original)	Eau de Lacoste L.12.12
Agencia	FamousGrey
Campaña	Polo in a Bottle
Anunciante	Procter & Gamble
Marca	Lacoste
Fecha de primera difusión/publicación	2011 / 3
Producto	Eau de Lacoste L.12.12
Sector Empresarial	Perfumes
Lema (Lengua original)	L'esprit du polo Lacoste dans une collection de parfums
Sinopsis	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.
Sinopsis (Lengua original)	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.
Filosofía (Lengua original)	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
Medio	Televisión y Cine
Banda Sonora	The Message
Productora	Intersection
Responsable de cuentas de agencia	Nathalie Bailleul
Responsable de cuentas de agencia	Fiona Ferrier-Weil
Productor de la agencia	Agathe Michaux-Terrier
Director artístico	Martina Langer
Director artístico	Patrice Jean-Baptiste
Realizador	Fleur & Manu
Productor	Erin Guillon
Compositor de música	Melvin Glover
Compositor de música	Sylvia Robinson
Intérprete / Actor	Grandmaster Melle Mel & Scorpio