| 标题 | Eau de Lacoste L.12.12 (French) |
| 标题 (原始语言) | Eau de Lacoste L.12.12 |
| 广告公司 | FamousGrey |
| 广告战役 | Polo in a Bottle |
| 广告主 | Procter & Gamble |
| 品牌 | Lacoste |
| 首次发布日期 | 2011 / 3 |
| 产品 | Eau de Lacoste L.12.12 |
| 行业领域 | 香水 |
| 广告口号 (原始语言) | L'esprit du polo Lacoste dans une collection de parfums |
| 剧情简介 | SUMMARY: Faced with declining sales and a blurred image, especially with the young, Lacoste realized that, while all their products had something to do with Lacoste, none of them was ‘Lacoste’, in the way CK One is Calvin Klein’s main ambassador. What was missing was a signature fragrance. Creating one would provide a strategic platform for the total brand and a stronger foundation for continued future growth and image. But Proctor & Gamble wanted not only to successfully launch a signature male fragrance that would revitalise the Lacoste brand, but also to grow the total value of sales by 10% and grow the business during the busy holiday period while becoming the key brand ambassador. The Lacoste Polo Shirt created in the 1930’s embodies Lacoste values: simple, easy chic, freedom of movement, light-hearted unconventionality. It has always been, and still is, a best seller. Why not create a fragrance that would simply be communicated as the Lacoste Polo, in a bottle? The Polo in a Bottle campaign was a huge success as it pulled the company out of a 3 year decline to a total brand growth of 20%, twice as much as the projected 10%. In the busy holiday period, Lacoste fragrance grew 119% from the previous year to a 1.19% of market share during the holidays. Proctor and Gamble was also able to create a cohesive image for the Lacoste brand, as L.12.12 became the leading line of the Lacoste portfolio in every market. |
| 剧情简介 (原始语言) | Le film met en scène le pliage d'un polo par un artiste origamiste. Lorsque l'emblématique polo blanc Lacoste est parfaitement plié, il se transforme en flacon de parfum. |
| 哲学 (原始语言) | La campagne mise sur une idée forte et simple: toute l'essence de Lacoste dans un parfum. Le concept créatif développe ainsi la transformation physique du polo en Eau de Lacoste |
| 媒体类别 | 影视 |
| Soundtrack | The Message |
| 制作公司 | Intersection |
| 客户经理 | Nathalie Bailleul |
| 客户经理 | Fiona Ferrier-Weil |
| 广告公司制片 | Agathe Michaux-Terrier |
| 美术指导 | Martina Langer |
| 美术指导 | Patrice Jean-Baptiste |
| 导演 | Fleur & Manu |
| 制片 | Erin Guillon |
| 音乐作曲家 | Melvin Glover |
| 音乐作曲家 | Sylvia Robinson |
| 表演者 | Grandmaster Melle Mel & Scorpio |