Context

Lacoste wanted to reinvent its VIP loyalty programme across digital and retail.

Insight

Lacoste customers do not simply buy the clothes, they identify with the brand’s distinctive combination of sport, style and French elegance.

Idea: The Lacoste Players
Practice Your Élégance.

A loyalty platform that turned customers into players and every purchase into progress. Members advanced through four levels, from Player to Confirmed, Advanced and Legend, unlocking increasingly exclusive rewards, services, content and experiences.

The platform combined a points system with personal shopping, private sales and events, alongside editorial content exploring Lacoste’s style, heritage, savoir-faire and sporting ambassadors.

Role: Programme name and signature, helped shape its reward architecture and defined the VIP content strategy. Copy style and tone for content across the website, in-store displays, leaflets, cards and member communications.