Creative Experiences | Events & Activations | Cultural & Lifestyle Experiences | PR & Social Amplification | Production Design | Design Services | Content Creation
Brief &
Objectives
Lacoste’s internal marketing team began the year with a new marketing initiative aimed at attracting new potential customers to stores and increasing the average transaction value among its frequent customers, members of the so-called “Lacoste Club.”
A limited monthly budget was allocated to each boutique, and its affiliates could choose whether or not to participate in each initiative at their discretion. Therefore, the proposals had to be compelling to all participating parties to have a greater impact and generate not only the desired sales but also enough to restore Lacoste’s strong brand position in the market.
Production
Challenge
Some of the most significant challenges have been achieving alignment between the opinions of affiliates (third-party stores) and the corporate office with its boutiques and wholesale distributors, as each has very different views on the activities that can and should be carried out in their respective spaces.
Creative
Approach
Once the initiative’s guidelines were presented, the team got to work designing activities linked to important and relevant times in popular culture, always keeping in mind the brand’s demanding guidelines.
We explored the LACOSTE roots to determine the most valuable elements within popular culture and highlighted each of them through a counterpart from that same popular culture, creating a stronger and more meaningful connection for those who have access to the products or experiences.
Execution
From a runway show on a tennis court created on its own terrace, to a new plush mascot to celebrate Children’s Day, each of the executions proposed to create “Brand Love” has brought us closer to an audience that, for a moment, seemed to have lost interest in the brand.
Lacoste French Fashion Runway 2026
From a runway show on a tennis court created on its own terrace, each of the executions proposed to create “Brand Love” has brought us closer to an audience that, for a moment, seemed to have lost interest in the brand.
Impact
We have achieved unity in communication between boutiques, affiliates, and distributors as the actions progress. Our promotional activities have reached numerous national and international executives, generating complete satisfaction and reflecting well on the Mexico office. The promotional materials have been considered for distribution beyond Mexican stores due to their excellent reception by customers and the positive feedback they have generated among corporate personnel in various parts of the world.