Blue Flower

 The brand has decided, at the beginning of the year, to collaborate with the International Union for the Conservation of Nature and gives way, on his polos, to unknown threatened species.

Indeed, Lacoste has decided to hit hard by producing more than 1000 polos with the image of endangered species. The approach is a success.

 

The concept.

The famous Lacoste crocodile has eclipsed some polos, a distinctive mark of the brand to give way to 10 species threatened with extinction. A limited collection called "Save Our Species", in collaboration with the International Union for the Conservation of Nature (IUCN), was launched in the amount "which corresponds to the number of animals recorded in the wild" by the experts of the NGO, explains Lacoste. For this, the company stresses that it is a non-profit operation since it will pay back all the profits: "Half of the profits are donated directly to IUCN to finance concrete actions of nature protection and the other half is invested in communication actions to give visibility to this cause and to the "Save Our Species" program, explains Lacoste to Sciences et Avenir, a success for the brand, since in Europe , all the polos have already been sold, that is 1 775 clothes.

The policies RSE (Corporate social responsibility and Environmental) are more and more used by companies but also more and more anchored in the strategies of the brand. Indeed, numerous companies become soaked with policies RSE to be estimated consumers who always carry more importance with the environmental values. According to a study of Denjean and Partners, " The French people approve by a large majority in 90 % the companies which make a commitment in projects of common interest. "


Nowadays, the RSE thus became a criterion of appreciation for the consumers with a brand. This one thus has to play with a communication based on the RSE to have a better image with the general public. For them, French are not only perceptible in food rather premises or the protection of the ecosystem but also sensitive to vegetables, to climates, to animals, etc.


The population appreciates beneficial actions to the environment which the marks undertake. Thus it passes by products or services says "green" which work to improve the living conditions of animals, in the improvement of the ecosystem or in the trend of "food better".

These policies are very developing in particular for all what concerns the premises, as much for the jobs as for the harvests or the treatments of products in factories. The premises dominate in France. That's why brands as Lush managed to establish on the market French in spite of them high prices. Cosmetics hand-made of Lush are products of superior qualities made with biological raw materials. Thanks to their communication, they managed to obtain a very positive image and takes place in the " top of mind " organic cosmetics for French.

Finally, 97 % of the French people claim to be ready to give up the services(departments) or the products of the big groups to buy in small companies which advocate the environment. That is why it is important to bet on a communication based on the RSE because it is put forward(advanced) since a few years.

 

https://www.mediaterre.org/docactu,ZmJyZXVpbC9kb2NzL2VucXVldGUtcnNl,2.pdf

Sustainable development is a strategy chosen by companies

 

While sustainable development is growing, the market is changing and so are consumer expectations. In recent years, we have been increasingly concerned about the ecology and impacts of pollution on our health. Our food expectations are changing and our everyday actions are moving towards a more sustainable approach. It is a fact that the brands have taken into account. While some brands create real efforts in ecology like The Body Shop, Avril, Biocoop etc ... others try to get into this field to be really consistent with their ethics and sustainable development. This is the case of Mac Donald, Carrefour, Volkswagen, Nutella ...

Mac Donald has created a real strategy, since 2005, to make himself more "green" and mitigate the remarks that wander around her. Change of logo, creation of a newspaper on sustainable development, creation of events, TV commercials around local products ... A strategy which makes it engaged in this field and which attenuates the consciences. But is this really the truth? Behind all this lies a mass consumption, deplorable conditions of intensive breeding to meet a disproportionate demand for hamburgers, pollution caused by transport. We can also take the case of Nutella with its latest TV commercial that advocates a commitment "green" by taking over the main topics of the moment on the use of palm oil and dyes and preservatives.

Between the truth and the commitments of certain brands, there is sometimes a big distortion. But a good "green" communication makes consumers believe that they contribute to sustainable development by consuming the brand.

 

Instagram, one of the most used social media platforms in the world, has a function called “Story” (since August 2016) where more than 300 million users post et follow daily live stories. Today, Instagram has won the race of the best stories against Snapchat, who originally invented and launched this function. 

In consequence to Instagram stories’ huge and major success, the company decided to offer brands the possibility to post up to 3 contents (photo and/or video) in the format of an ad (or a sponsored post) in Stories.

Netflix, Gap and Paramount are the first brands that have tested out this new advertising method.

In France, Renault is the first client to test it out in the format of Carousel Stories in order to increase the new Renault Captur’s awareness and to engage and reach new audiences via a dynamic, fun and innovative format in order to generate more traffic on their website. Those Carousel Stories’ target is to make users live the moment (of the new Captur car) in a more intense way by using camera modes such as the Boomerang, Stop-Motion and by inserting emojis and hashtags.

 

We’re still waiting to see what this new trend will bring us and we wonder how will other social media platforms, having the same “Story” function, will react to Instagram’s successful wave.

 

LACOSTE

Between love of the game, passion for innovation and French elegance.

Since 1933, the history of the brand symbolizes that of its founder Rene Lacoste, legend of French tennis that has revolutionized the locker room.

Born from the inventor of a tennis champion, René Lacoste created the very first Polo, initially for his own use and that of his family, to be both relaxed and elegant on the courts as in life.

Nicknamed "the Crocodile" by the press in the late 1920s when he won multiple titles of the Grand Slam, he had the animal embroidered on the blazer he wore on the courts, before making the logo of his famous Polo.

And it is for the first time in the history of this brand that Lacoste launches a collection that will see the famous crocodile replaced by various animal species.

The crocodile gives way

LACOSTE

The reason ?

Lacoste joins the clan of the brands involved on the environmental front, with a collection of limited edition polos where endangered species take the place of the crocodile. For each species, the quantity of polos produced corresponds to the number of animals recorded in the wild.

For example, the Gulf Porpoise Porpoise, who today is a specie victim of shrimp fishing nets in which she is often trapped, finds her embroidered on her polos, and only 30 pieces were published, a figure that makes us realize the importance of protecting these endangered species.

By buying a polo, it helps to help IUCN and Lacoste in this fight for nature conservation around the world.

All profits are reinvested. Half of the profits go directly to IUCN to fund concrete nature protection actions and the other half are invested in communication actions to give visibility to this cause and the Save Our Species program.

This non-profit collaboration for LACOSTE is not a source of income and has been concluded for 3 years.

So, is it a "green communication" or simply a good action by the brand?