Grey Paris Paris, France Advertising / Full Service / Integrated


Grey Paris Creative Work

Title "Eau de Lacoste L.12.12 White"
Title (original language) "Eau de Lacoste L.12.12 Blanc"
Agency Grey Paris
Campaign Polo in a Bottle
Advertiser Procter & Gamble
Brand Lacoste
Date of First Broadcast/Publication 3/2011
Product Eau de Lacoste L.12.12
Product (original language) Eau de Lacoste L.12.12
Business Sector Perfumes


Faced with declining sales and a blurred image, especially with the young, Lacoste realized that, while all their products had something to do with Lacoste, none of them was ‘Lacoste’, in the way CK One is Calvin Klein’s main ambassador. What was missing was a signature fragrance.

Creating one would provide a strategic platform for the total brand and a stronger foundation for continued future growth and image.

But Proctor & Gamble wanted not only to successfully launch a signature male fragrance that would revitalise the Lacoste brand, but also to grow the total value of sales by 10% and grow the business during the busy holiday period while becoming the key brand ambassador.

The Lacoste Polo Shirt created in the 1930’s embodies Lacoste values: simple, easy chic, freedom of movement, light-hearted unconventionality. It has always been, and still is, a best seller. Why not create a fragrance that would simply be communicated as the Lacoste Polo, in a bottle?

The Polo in a Bottle campaign was a huge success as it pulled the company out of a 3 year decline to a total brand growth of 20%, twice as much as the projected 10%. In the busy holiday period, Lacoste fragrance grew 119% from the previous year to a 1.19% of market share during the holidays. Proctor and Gamble was also able to create a cohesive image for the Lacoste brand, as L.12.12 became the leading line of the Lacoste portfolio in every market. 

Story (original language)

Les annonces presse expriment cette essence du polo en suggérant un flacon né du polo et qui garderait le crocodile collé sur le verre après transformation

Philosophy (original language)

La campagne mise sur une idée forte et simple: toute l'essence de Lacoste dans un parfum.

Le concept créatif développe ainsi la transformation physique du polo en Eau de Lacoste

Media Type Print
Soundtrack The Message
Director Fleur & Manu
Art Director Martina Langer
Art Director Mr. Patrice Jean-Baptiste
Account Manager Mrs. Nathalie Bailleul
Account Manager Mrs. Fiona Ferrier-Weil
Photographer Ms. Kay Mucke
Print Producer Mrs. Elena Mazzanti

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