Lacoste Joins Save Your Logo Campaign

According to Strategy Magazine, Lacoste recently made a 1.5 million Euro pledge to join the Save Your Logo campaign. This initiative—launched in late 2008 by the World Environment Fund (WEF), the Global Environment Facility, the World Bank, and the International Union for Conservation of Nature (IUCN)—encourages companies to contribute to the preservation of our planet's biodiversity by assisting in the protection of the animal or species that represents their brand. As quoted in Yahoo! News, at the launch of the campaign, France's Environment Minister Jean-Louis Borloo announced: "Companies that have profited from the positive image of these animals now have a chance to show their recognition." The IUCN reports that at least one bird out of eight, 25 percent of mammals and one out of every three amphibians are threatened with extinction.

Lacoste has been working with the founding organizations to develop projects for a three-year crusade to protect fifteen species of crocodiles, alligators, caimans and gavials. The Paris-based company is the first international brand to join the Save Your Logo campaign as well as the first apparel company to feature a brand badge—René Lacoste chose the crocodile as his emblem in 1927. Michel Lacoste, chairman of the board of Lacoste, explained: "We feel that any company should behave as citizens of the world, and this goes farther than just looking after alligators."

Hopefully Lacoste's participation will encourage other animal-branded companies to do the same—there are certainly many such examples: Puma, Jaguar, American Eagle, Moosehead Breweries, Alexander Keith's with its deer, Peugeot and MGM with their lions, Esso with its tiger, Airness with its panther, and perhaps even Kelloggs' Froot Loops with its toucan!