Lacoste L.12.12: Polo in a bottle
Client: Procter & GambleBrand: Lacoste L.12.12Agency: Grey ParisCategory: Product/Service LaunchCountry: France
Sales were declining and the image was becoming blurred, especially with the young. Looking at the range, it was clear that all products had something to do with Lacoste, but none of them was 'Lacoste', in the way CK One is Calvin Klein's main ambassador. A signature fragrance was missing. Creating one and concentrating resources on it during a full year would be the way to embody Lacoste in fragrances more perceptibly. It would...