Crocs, the distinctive footwear made of a substance called Croslite, launches its first global marketing campaign from Cramer-Krasselt/Chicago this week -- timed to coincide with the debut of the brand's spring and summer shoe line for women, men and children.
Perhaps deemed a fad when the brand debuted several years ago, Crocs now appears to be intent on sticking around for the long haul. "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," said Ken Chaplin, vice president of marketing for Crocs.
The tagline for the new ad campaign is "Feel the Love," and C-K seems to be going for a bit of a warm and fuzzy feel in the new advertising. Without getting too warm and fuzzy, mind you. There also a new character called Croslite who will be woven into the campaign. We'll have more to say about the work in next Monday's ad column.