Marketing News: Lacoste changes it’s logo

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Lacoste’s iconic crocodile logo was replaced by depictions of endangered animals at the Paris Fashion Week that ran from 27 February – 6 March. This was done to support the International Union for Conservation of Nature (IUCN). Ten endangered animals were chosen in the “save our species” campaign. The logo change, a first for Lacoste in 85 years, is the fruit of a three year collaboration with IUCN.

The number of shirts with each logo corresponded to the number of animals left in the wild. The Gulf of California porpoise logo for example, had only 30 shirts.

The shirts are available online only, and proceeds from each sale will go towards efforts to help the preservation of each species. The 1,775 shirts, priced at €150, were soldout in days but Lacoste is still accepting donations for the campaign. The World Wildlife Federation currently has 19 animals on its critically endangered list.

The 10 species represented by Lacoste – with the estimated remaining numbers – are:

  • Vaquita (Gulf of California porpoise): 30
  • Burmese roofed turtle: 40
  • Northern sportive lemur: 50
  • Javan rhino: 67
  • Cao-vit gibbon (ape): 150
  • Kakapo (parrot): 157
  • California condor: 231
  • Saola (herbivore): 250
  • Sumatran tiger: 350
  • Anegada ground iguana: 450

Sources: The independant, CNN, adweek.com
Photo: Lacoste press kit

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Gary Engelbrecht Gary Engelbrecht

An entrepreneurial thinker and strategist whose major skills are communication, creativity and coordination. Developing a project and accompanying it to the end through efficiency, ingenuity, vision and expertise are personal and professional motivations. Current projects are focusing on marketing, social media and events.

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