Lacoste replaced its famous crocodile logo with images of endangered species on a series of 1175 limited-edition polo shirts. It was a first in the brand's 85-year history. The number of shirts bearing each design reflected the rarity of the creature: there were only 30 shirts featuring the Vaquita porpoise, for example. All the shirts sold out - and the Save Our Species project got worldwide press coverage for the International Union for Conservation of Nature.
For this ingenious campaign, Lacoste replaced its iconic crocodile logo with endangered species on a series of limited edition shirts. In fact, each shirt was limited to the number of surviving animals within the species concerned. Less rare were the number of news articles generated by the campaign for the International Union for Conservation of Nature.
Lacoste replaced its iconic crocodile logo with endangered species in a campaign that raised awareness of the International Union for Conservation of Nature, not to mention the plight of rare animals.
When Lacoste replaced its famous crocodile logo with images of endangered species on a series of limited-edition polo shirts - a first in the brand's 85-year history - the media couldn't get enough of the idea. Suddenly the French brand was all over the global press, as was the International Union for Conservation of Nature.
Save Our Species was a brave move from Lacoste, which replaced its familiar crocodile on a series of limited edition shirts to raise awareness of the plight of endangered species. It was a first in the brand's 85-year history and a rare example of a fashion brand daring to play with its logo.