CASE STUDY – CROCS FOOTWEAR
Crocs. Whether you loved them or hated them, chances are you know someone that owned them. As the first agency of record for the new footwear brand, we were tasked with the development of both B2B and consumer advertising for Crocs. And as a product that proved to be dramatically polarizing (there was no middle ground here – you loved or hated the shoe), we had our work cut out for us. Realizing right away that we were not going to turn those consumers whose opinion was already cemented as a non-buyer, we set off addressing the institutional consumer (hospital, hospitality, food service) as well as “moms” (the shoe proved insanely popular with parents and children). This required not only developing eye-catching and smart creative – but making sure that all of the shoe’s benefits were highlighted in each and every communication piece as well. Let’s face it, when you’re a shoe as tough on the eyes as Crocs, you better be soft on the feet and then some.