Lacoste unveiled a line of shirts last month that featured the embroidered motifs of endangered species, instead of its traditional crocodile logo.

The French apparel brand's limited edition Save Our Species collection represented ten species and was created in partnership with the International Union for Conservation of Nature. The number of polos produced in each series corresponded to the species' remaining population size in the wild. Each is priced at USD 185, with profits benefiting the charity.

Every brand marketer is thinking about how to combine purpose, status, and exclusivity. Well, this campaign ticks all these boxes at the same time. First, linking the numbers to the animals’ remaining populations is a clever spin on the familiar ‘limited edition’ concept. Second, the brand was bold enough to play with its most iconic element: its famous crocodile logo. And it did so in a relevant fashion. All of this combines in a story that’s begging to be shared. And, given the prominence and surprise factor, we’d bet that everyone who was lucky enough to get hold of one of the polo shirts will do just that!

How could you play with your brand’s ‘calling card’ in a novel, yet still a totally relevant way? And in the process give customers a compelling story to tell?

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