Lacoste Saves The Crocodiles, And Its Logo29 December 2009
French apparel giant Lacoste has committed to donating 0 000 over the next three years towards preserving the endangered Gange gharial crocodile, of which only an estimated 1 400 remain alive in the wild. This is the very reptile represented on the world-renowned embroidery of the company and to which the Lacoste name has become synonymous over the years.
"We hope to be able to give back to our iconic crocodile - to whom we owe so much - a small part of what he has brought us," said Lacoste president Michael Lacoste. "Seventy-five years ago, we were the first company to embroider a logo on apparel, and now we are the first company to support ‘Save Your Logo.'"
The "Save Your Logo" initiative is supported by Global Environment Facility, the World Bank, and the International Union for Conservation of Nature, who announced that more than 300 major international brands - including Puma, Peugeot, Jaguar, Maaf, and Esso - incorporate plants or animals in danger of extinction in company emblems. After some discussions with representatives of the three corporations, Lacoste chose to champion the vulnerable reptile that has been the symbol of the company throughout its existence.
PetSugar announced that companies can donate up to 1.5M euros to the fund and receive a tax cut of up to 60% on the donation. Putting aside the financial incentives, sincere philanthropic initiatives such as this one are a significant boost to any brand's image in the eyes of the public, and environmentalists are likely to give a big thumbs up for Lacoste's commitment to the animal that has garnered the brand such widespread recognition.
Source of information: Brandchannel