The brand invites fans to share their interpretations of themselves and the brand’s iconic logo, ultimately offering a glimpse into how the brand has evolved, and is perceived.
Lacoste’s current campaign invites fans to get creative and submit a photo of themselves alongside their favorite crocodile – taken anywhere – and submit it via their website or e-mail. Photos will be posted on the site, where visitor votes will be tallied to select the most original photo each month. While the croc in question can of course be that of the brand’s actual logo, some visitors have been more creative with their interpretation – sketching or outlining their own, or using objects to represent the animal.
While this is not a particularly innovative campaign (user-submitted photos around a particular topic can be taken for granted), we can appreciate a couple of aspects of this. First, the photos could afford some insight into what context fans tend to associate the brand with. Sports? A particular type? Entertainment? What kind? Secondly, the campaign offers fans liberty in how the brand is interpreted – foregoing the trademark rules that a Legal department can oftentimes administer to diminish a campaign.