CROCS: “COME AS YOU ARE”
Brand positioning & brand platform
turning brand hate, into a beloved brand
Develop a new brand platform that would broaden the audience for Crocs and help shift the brand's perception from the world’s most hated shoe to a brand that everyone, from style-mavens to stay-at-home parents, loved.
The Challenge
The brand platform engaged consumers with Crocs and validated their choices. To drive attention and growth, we launched a larger, ongoing collaboration strategy that saw individuality become critical to driving reappraisal. Drew Barrymore, John Cena, & Henry Yun collabs evolved into an earned-focused marketing strategy that put Come As You Are at the brand's heart, making the clog a blank canvas for collaborations and drivers of hype.
Turn the negative perception of Crocs (the clog especially) into a positive validation of consumers' individuality. Making the hated work for us as an invitation for people to ‘Come As You Are.
The strategy
The Idea & Execution:
Crocs solidified its “groan-to-grail” arc by becoming one of the most successful business turnarounds in the last decade. Come As You Are increased sales by 2Bn.
The Result:
