To begin with, Lacoste had to appeal to a new core audience, targeting specifically the "Cool Hunters": fashion-forward individuals under 35 with a penchant for novelty and in constant search of social currency. To resonate with these consumers and the broader public, Lacoste recognized the importance of understanding the post-COVID global context. In the wake of the pandemic, people began to refocus on their loved ones, and to strengthen their ties with their communities. According to our quantitative BETC Prosumer study, 78% of people believe that in this post-pandemic period, the world needed to be more united and less individualistic than before.1

Therefore, a shift towards unity and community was evident, prompting fashion brands to pivot towards inclusiveness and group belonging in their messaging. However, Lacoste realized that merely showcasing a juxtaposition of differences in the same picture wasn't enough; the brand aimed to highlight the beauty of interactions between diverse cultures, emphasizing the importance of connection and universalism, and revealing that only “the Crocodile can cross cultures”.

This strategic approach allowed Lacoste to authentically connect with its target audience while setting itself apart from competitors. Anchored in the brand's ethos of transcending cultural boundaries, Lacoste's history exemplifies a story of diverse interactions, reflecting its universal appeal across various styles, ages, and backgrounds.

No other brand is so universal: since the founding myth of the polo shirt (created to free up movement in tennis), Lacoste and its Crocodile have been adopted by a wide variety of people: from tennis player to skater, from golfer to break-dancer, from fashion lover to rapper, Lacoste embodies a rallying cry that goes far beyond differences. This is how all together, we make the heart of the Crocodile beat.

This universalist narrative transformed Lacoste from a perceived "safe" brand to a creative force; from a "preppy" style to a multicultural aesthetic; from an individualistic image to a unifying brand celebrating universality beyond our differences.

Following a Cannes Lions Grand Prix in 2021, "Unexpected Encounters" demonstrates that Lacoste transcends time and gender, by being worn by people from all backgrounds, each appropriating the Crocodile in their own way. Inspired by the reality of the Lacoste community, it reveals that moment when two very different people bump into each other and discover they have something in common: a Lacoste Crocodile piece.

This campaign reinvents the codes of the genre, allowing Lacoste to step up into this premium fashion category, but in its own way: more human, more relatable, less judgmental, or inaccessible. Starting with its iconic products, the brand returns to a more fashionable universe, highlighting its cuts and the silhouettes it designs. It also establishes a new brand tone that is joyful and fresh, but always with elegance. These are surprising encounters in which the Crocodile garment is the vector. Lacoste thus re-lights itself in a fashionable way, while keeping its playful spirit.

1 BETC Prosumer Study, CoVid Generation, 2021