The Boldest Campaign – When Lacoste Gave Up the Crocodile

Did you know that by temporarily abandoning its iconic crocodile logo, Lacoste created the boldest and most successful campaign in the brand’s 85-year history?

Launched in 2018 during Paris Fashion Week, the Lacoste x IUCN Save Our Species initiative was a groundbreaking move. The French fashion house released 10 limited-edition polo shirts, where the famous crocodile was replaced by the image of 10 critically endangered species.

The genius of the campaign lay in the fact that the number of polo shirts produced for each design exactly matched the estimated number of remaining individuals of that species in the wild. For instance, the Vaquita (California porpoise) was represented by only 30 shirts. This bold move generated instant attention and global press coverage.

The objective was to support conservation and raise awareness about species in critical danger. The integrated media campaign was a massive success: the limited-edition polos sold out within 24 hours, and the proceeds supported IUCN (International Union for Conservation of Nature) species conservation projects. Lacoste proved that brands can be a force for positive change.

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