Crocs, Inc., the cheeky footwear brand, is putting its best foot forward with its first fully integrated global marketing push via new agency Cramer-Krasselt/Chicago to launch its Spring and Summer shoe line for men, women and children.
“Crocs rapidly became a global footwear sensation and to date we’ve sold more than 100 million pairs of shoes,” said Ken Chaplin, VP of marketing at Crocs, Inc. “But Crocs is more than a footwear fad. Our new campaign will reinforce what Crocs really stands for—cheeky innovation in the form of a feather-light, odor-resistant, form-to-fit shoe—conveying the true ‘soul’ of the brand while also introducing fresh new styles.”
Spanning TV, print, out-of-home, point-of-sale, social media, digital and public relations, the campaign carries the message “Feel the Love,” touting Crocs as the shoe that loves you back and featuring animated Croslite™ characters that personify the soul and sole of every pair of Crocs shoes, named for the intuitive custom contouring technology that sets Crocs apart and provides legendary comfort.
“The goal of the campaign is to reinvigorate Crocs with a renewed focus on its core values and the people who feel most passionate about the brand,” said Karen Seamen, EVP/chief operating officer, C-K. “While debuting several new styles and sharing the Crocs philosophy, we aim to convert skeptics who think of Crocs as ‘one shoe.’ This is a brand with a unique and clear point of difference. It’s not a style – but rather a brand with many styles.”
To help deliver the “Feel the Love” message, Crocs is tapping its fans online—nearly 100,000 strong on Facebook alone—by launching a new community for footwear enthusiasts later this year. As part of the community roll-out, Crocs is inviting five fans to become official “Crocs ambassadors,” who will be correspondents for the brand, attending events and connecting with other fans.
Print runs in Spring and Summer issues of publications including Real Simple, InStyle, US Weekly, Men’s Journal, Ski Magazine and Parenting. The :30 TV spot, “Welcome Home,” launches this week on networks such as Lifetime, Bravo and E! and programming including Modern Family, Private Practice and The View, with digital efforts appearing on Web sites such as E! Online, PEOPLE.com and Disney Online. The campaign will roll-out in Europe in April.
Crocs “Feel the Love” Credit List:
Client: Crocs, Inc.
Agency: Cramer-Krasselt/Chicago
EVP/Chief Creative Officer: Marshall Ross
Creative Director: Pat Hanna
Associate Creative Director: John Nussbaum
Copywriter: Andrei Chahine
Art Director: Ryan Stotts
Art Director, Interactive: Markandeya Sendan
Executive Producer: Rob Jaeger
Producer: Danielle Langevin
VP, Senior Print Production Manager: JoAnn Concialdi
Producers, Interactive: Lori Talley, Nicolas Harr
VP/Group Account Director: Julie Sheridan
Account Supervisor: Tiffany Alexander
SVP, Group Planning Director: Margot Bogue
VP/Group Media Director, Interactive: Brian Mandelbaum
VP/Group Media Director: Maggie Knoll
VP/PR Management Supervisor: Kristina Peterson-Lohman
Production Partner: Believe Media
Director: Rory Kelleher
Exec. Producer: Mike Brady
Producer: Nick Fewtrell
Director of Photography: Jake Polansky
Visual Effects: Glassworks
Interactive Production Partner: Intersect Digital
Print Photographer: Vincent Dixon
Photography Production/Retouching: Kilato, Paris
Visual Effects: 1st Avenue Machine, New York
About Crocs, Inc.
A world leader in innovative casual footwear for men, women and children, Crocs, Inc. (NASDAQ: CROX), offers several distinct shoe collections with more than 120 styles to suit every lifestyle. As lighthearted as they are lightweight, Crocs™ footwear provides profound comfort and support for any occasion and every season. All Crocs™ branded shoes feature Croslite™ material, a proprietary, revolutionary technology that produces soft, non-marking, and odor-resistant shoes that conform to your feet.
Crocs™ products are sold in 125 countries. Every day, millions of Crocs™ shoe lovers around the world enjoy the exceptional form, function, versatility and feel-good qualities of these shoes while at work, school and play. Visit www.crocs.com for additional information.
About Cramer-Krasselt
Rapidly growing Cramer-Krasselt is the second-largest independent marketing and communications agency in the U.S., with billings nearing $1 billion. An Advertising Age “Agency to Watch” three years running, C-K has grown by nearly 50 percent since 2006. C-K is frequently recognized for its insight-driven creativity—spanning advertising, direct, interactive, engagement strategies and public relations—that helps clients change the conversation within their category. Headquartered in Chicago with offices in New York, Milwaukee and Phoenix, it represents major brands across virtually every industry, including: AirTran Airways, Benjamin Moore, Bissell, BRP (including Ski-Doo and Sea-Doo brands), Burlington Coat Factory, CareFirst BlueCross BlueShield, Corona Extra, Crocs, Inc., Edward Jones, H. J. Heinz Co., Johnsonville Sausage, Levitra, Porsche Cars North America, Sealy, Rayovac, TransUnion’s TrueCredit.com and Zicam. For more information, visit Cramer-Krasselt at www.c-k.com.
