Le Coq Sportif returns with 'Smile, c’est du Sport' pan-European campaign marking the largest investment in the brand since 2005
Le Coq Sportif is marking its return to sports with its largest investment in the brand since 2005 and a pan-European campaign created by Peoplewelike.
‘Smile, c’est du Sport’ (‘Smile, it’s Sport’) celebrates the great emotions that come with sporting achievements with a central creative idea that reaches back to the root of the brand, capturing the moments that make sport matter.
Le Coq Sportif international marketing manager, Cyril du Cluzeau, explained: “We wanted to express our strong and clear way back into high performance sport. Coq Sportif is now reborn into what we have always been – a sports brand. This is our inspiration for the future. We also wanted to show our vision that sports must firstly be a source of satisfaction, involving emotion and adrenaline.”
Peoplewelike co-founder, Ghislain de Villoutreys added: “There are other players who may be bigger, but none will have Le Coq’s unique and passionate point of view – that sport must first be a source of pleasure, driven by the emotion and adrenaline of performance. “
Swiss investment fund Airesis bought Le Coq Sportif in 2005 and following the acquisition decided to change the brand’s strategy instead focussing on its French know-how. In 2010, Le Coq Sportif inaugurated its new R&D centre in Romilly-sur-Seine, the birthplace of the brand, and in 2012 opened a workshop in the same space at the same location.
The creative will now run simultaneously in France, Spain, Italy and the UK across digital film, outdoor, print and in-store as well as across the brand’s partners until July leading fans to the Tour de France final where Le Coq Sportif is the official sponsor of the yellow jersey worn by the winner of the race.