Lacoste, formerly IZOD- a brand that peaked in the 80s and 90s but has faded out of mainstream fashion is hoping to draw some attention through a new campaign partnering with Union for Conservation of Nature. An article by Fast Company tells us the campaign will feature limited edition polos that replace the iconic alligator logo with depictions of 10 threatened animals in efforts to help protect the remaining wildlife. The shirts can be seen in detail on the Lacoste France website. We also like the simplicity of this shot from Creative Review's instagram feed.
Lacoste is only creating the quantity of polos that corresponds to the number of each species recorded in the wild. “Since there are only 350 Sumatran tigers, there will be only 350 tiger logo polos for sale. The gulf of California porpoise only gets 30 shirts, due to its dwindling numbers.”
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Cause marketing continues to gain steam as brands develop their social and political voices. But the incentives can’t be ignored. Is the true alignment to the cause as strong as the benefit for the brand? Is the brand exposing issues that would have been unnoticed by the general public?
These questions have to be taken seriously to work authentically. For now we can be appreciative of brands taking steps to tackle the issues that define their position in an ever complicated world.
Market Research & Insights
Director of Interactive Media