Crocs rolls out global campaign in attempt to regain popularity
Clog-making company Crocs is launching a campaign called ‘Find Your Fun’ in an effort to try and rekindle the excitement around its once-popular shoes.
The worldwide campaign, which is the brand’s largest marketing investment in its 12-year history, focuses on the product that made Crocs famous: the plastic clog.
The ads feature the outline of a Crocs clog in a variety of ways – as a swimming pool, a fireworks display, and an island.
“The clog is certainly what is synonymous with our brand,” said Terence Reilly, Crocs’ VP of global marketing. “Without borders and without language, we can show that clog anywhere and people know exactly what it is,” he said, adding that the campaign reintroduces and reignites that classic while also using it to showcase unexpected style.
The company said that it has spent $10m dollars more than last year on advertising, and that it will grow its spend in the future to continue to connect with consumers.
Created by McKinney, the campaign will begin with digital, out-of-home, and social media advertising before extending to broadcast channels in May of this year. It will be executed in the US, UK, Germany, Japan, China, and South Korea.