Even with the deconfinement in some countries like France, Covid-19 continues to spread. Several brands have not hesitated to help patients, companies and associations to fight against the pandemic.
Brand strategy in the face of Covid-19
To encourage people to stay at home, to implement barrier gestures or simply to raise awareness about the Covid-19 pandemic, the brands have implemented several strategies, in their own way.
After Burger King and his huge sombrero…, Old Navy and its very artistic strategy, or Heinz and his puzzle, Lacoste has decided to launch a special limited edition polo shirt: the “L.12.12 Polo Merci”.
It is a limited edition polo shirt, in small cotton pique, with a heart embroidered around the emblematic green crocodile pattern of the brand and a mother-of-pearl button collar.
Lacoste opts for a message of gratitude
Lacoste wanted to thank all the volunteers and non-profit organizations that worked during the pandemic, and to support those working for the International Federation of Red Cross and Red Crescent Societies. In fact, 100% of the sales of this limited edition will be donated to the International Red Cross.
The embroidered red heart is also a message of gratitude to the workers at the Lacoste plant who produced more than 200,000 masks throughout the crisis.