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Stunt of the Week: Lacoste takes a walk on the wild side

06th March 2018 - Claire Rhodes

Renowned French sportswear brand, Lacoste, takes a walk on the wild side with its latest campaign. Known for its signature croc logo, the brand has expanded its flock to support animal conservation efforts for a variety of endangered species.

Working with creative agency BETC Paris to develop the line, Lacoste partnered up with the International Union for Conservation of Nature (IUCN) to produce just 1,775 limited edition polo shirts – its first collaboration as part of the three-year partnership. From the world’s rarest marine mammal, the Vaquita porpoise, to the majestic Sumatran tiger, the French fashion house has replaced its iconic embroidered crocodile with no less than ten endangered animals.

In a while, crocodile…

The overall number of polo shirts produced for each series reflects the remaining population sizes of that particular species in the wild, and it may come as quite a surprise that in some cases, this is as little as 30 specimens.

The idea behind the campaign is to raise awareness and funds for the IUCN’s Save Our Species program and comprises animals from the WWF’s endangered species list, compiled in 2015. The PR stunt has already got ears twitching and tongues wagging as the brand announces its plans to donate $500,000 to the IUCN over the course of the partnership.

Over the past few months, we’ve seen herds of designers swarming to help save the animals, with Stella McCartney transforming her whole brand to vegan and cruelty-free, and the likes of Net-A-Porter and Camden Market going fur-free.

As the crocodile temporarily leaves its iconic spot, shoppers can purchase a polo without the nagging guilt of overindulgence, knowing that they’re contributing to the fight for wildlife conservation worldwide. The brand has subsequently become more philanthropic overnight in the eyes of its consumers and the added media attention will only introduce others to the concerns raised around the list of endangered species; and even with the hefty price tag, the polos practically sold out overnight.

So, as brands publicly become more involved with doing their part to help save the animals, which household name will be next to declare its support to the cause?

What did you make of Lacoste’s campaign? Should brands keep their snouts out of worldwide issues or support them? Let us know! @NeoPRLtd

Heather Oates
Francesca Bull
Laura Carr

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