Improving cultural relevance of an iconic brand that plateaued
Lacoste was a brand in search of a jumpstart - a heritage company whose history had been diluted and whose cultural relevancy had plateaued. When Lacoste appointed JWALK as their North American agency of record they were badly in need of a complete brand refresh and new American audience.
Leverage owned channels and non-traditional activations to authentically modernize the Lacoste brand, in an effort to solidify iconic status, and reinforce positioning as an accessible mainstream aspirational lifestyle brand. Activations included alignment with w/key events, cultural zeitgeists and influencers, original branded content, a product line launch and a fully revamped social media strategy. We created everything from a digitally integrated music series, art activations and scavenger hunts to pop-up shops and branded lounges across the country. Connecting each of Lacoste’s platforms in an integrated 360° effort utilizing retail, digital, experiential, and social spheres to reinvigorate the brand as a primitive luxury retailer in North America.
Over three years, Lacoste saw an overall 64% increase in sales, and the crocodile and its makers shot back to relevancy with a renewed, fresh, youthful appeal.