LACOSTE’S NEW LOOK: After 10 seasons of its “Un Peu d’Air Sur Terre” ad campaign, Lacoste will introduce a new concept under the tag line “Unconventional Chic” in January. The ads feature individual models — including Liya Kebede, Anja Rubik, Jon Kortajarena and Noah Mills — in each iteration, rather than the groups of models that populated the previous ads. Mert Alas and Marcus Piggott shot the new campaign, working for the first time with Lacoste.
“After five years it was time for a change. The previous ads were very product-focused and we felt we needed a campaign that was an affirmation of the brand statement as a whole,” said Christophe Chenut, chief executive officer of Lacoste SA.
The new ads show each model wearing the iconic white Lacoste polo shirt over evening dresses and formalwear. “We’re showing that you can be chic in a different way, not just when you are dressed up for a party or for the office,” explained Chenut.
The global campaign will break next month in print, outdoors and online. Lacoste and its licensees will spend about 50 million euros, or $66.3 million at current exchange, on the campaign in 2011, up slightly from 2010, said Chenut. The media buy will mirror sales geographically, with about 30 percent in the Americas, 50 percent in Europe and 20 percent in Asia.
A separate, product-focused campaign for the Lacoste Live brand, which targets a younger consumer, will be introduced in March, and will also bear the “Unconventional Chic” tag line.