Summary:
- Campaign: “Aqua Splash” (for Lacoste Original Aqua).
- Directed by Thibault Della Gaspera
- Focus: Highlighting the refreshing, aquatic, and citrus notes of the fragrance through high-energy visual metaphors.
- Core Message: The fragrance acts as a sudden, revitalising splash of energy that transforms a mundane environment into a playground of freshness.
- Key Insight: Lacoste identified that the modern fragrance consumer values “sensory impact” over complex storytelling. By focusing on the physical sensation of a “splash,” the brand communicates the cooling effect of the scent without relying on traditional perfume clichés like slow-motion romance.
The Lacoste Original Aqua “Aqua Splash” campaign, launched in March 2026, serves as the global debut for the brand’s newest woody-aquatic fragrance. The campaign is built around the concept of “elegance in motion,” moving away from traditional luxury tropes to focus on fluid, sensory storytelling.
Ad Plot
Developed by the agency MAISON BETC Paris and directed by Thibault Della Gaspera, the “Aqua Splash” film is set against a luminous Mediterranean backdrop.
- The film follows a couple in an intimate, suspended moment on the French Riviera. A perfume bottle tipping over triggers a “suspended aquatic ballet” of diving and movement.
- Professional dancer Tristan Ridel stars in the campaign, chosen for his ability to embody the fragrance’s fluidity and natural elegance through choreography.
- The ad features the retro-chic track “Le cœur au bout des doigts” by French singer Jacqueline Taïeb, adding a quirky, confident, and contemporary French identity to the visuals.
Reception & Recall
The “Aqua Splash” campaign succeeded by prioritising “feeling” over “narrative,” resulting in high recall among younger, active consumers.
The campaign introduces Lacoste Original Aqua, a fresh flanker to the 2024 Lacoste Original Eau de Parfum.
- Scent Profile:
- Top Notes: A vibrant aromatic duo of clary sage and lavender.
- Heart Notes: A unique and audacious caviar accord combined with marine notes.
- Base Notes: A refined, woody trail of vetiver and amberwood.
- Bottle Design: The signature square bottle is reimagined in an intense aquatic blue hue with a white cap, designed to evoke the shimmering reflections of the Mediterranean Sea.
