Les Télécreateurs, Paris Update

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  • Paris 75003
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Lacoste - "Eau de Lacoste L.12.12" - Grey Paris

  • Eau de Lacoste L.12.12
  • Lacoste
  • Procter & Gamble
  • Grey Paris
  • France
  • Polo in a Bottle
Product NameEau de Lacoste L.12.12
Product CategoryPerfumes
Date of First Broadcast/PublicationMarch 2, 2011
Media TypeTelevision & Cinema
Length24 Seconds
Production Company Les Télécreateurs
Director Fleur & Manu
Performer Grandmaster Melle Mel & Scorpio
Art Director Martina Langer
Art Director Patrice Jean-Baptiste
Producer Erin Guillon
Account Director Anne-Gaëlle Le Roux
Agency Producer Agathe Michaux-Terrier
Music Composer Melvin Glover
Music Composer Sylvia Robinson



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.