Since 2014, Lacoste has been able to stand out thanks to several particularly impactful campaigns and an emotional universe built around a memorable signature: "Life is a beautiful Sport". Over the past few years, the brand has thus strengthened its fundamentals, building a territory anchored in a sporting heritage, and telling individual stories of surpassing oneself.

2022 marks a turning point for Lacoste: in order to meet the challenges of the market, and to reinforce a positioning that is increasingly proprietary and relevant to its target audience, the Crocodile brand was looking to define a renewed creative territory that would bring to life their new brand mission built around the liberation of movement and the connection between cultures, thus moving towards inclusion, collectivity and the celebration of differences.

On business impact, the sale of pink polo shirts, visible on the campaign, increased by 30% and the flip-flops sold out during the broadcast of the campaign.

In terms of media impact, the campaign is in the top 20% of campaigns tested by Kantar on engagement, and in the top 10% on attribution.

In terms of commercial impact, the campaign is in the Top 30 that generated the most buying interest, which is even more remarkable for an image campaign.

Moreover, Lacoste is in the Top 20, both in terms of communication and differentiation.

The media results also demonstrate the very good reception of this campaign by the public, both in France and abroad. With an average organic reach of 314k, and an average view rate of 210k (+56% vs 2021 campaign), each asset was particularly effective.

The number of followers on social networks increased by+154% compared to 2021,