Lacoste L.12.12: Polo in a bottle

Sales of Procter & Gamble's Lacoste scent line were declining and its brand image was becoming blurred, especially among the young.

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...

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