CROCS
Brand positioning & brand platform
turning brand hate, into the ULTIMATE BRAND TURNAROUND
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. The brand platform, spanning dozens of collaborations and stories, has seen the brand become an essential part of culture, beloved by generations, and its annual revenue has skyrocketed from $1 billion in 2017 to $4.1 billion in 2024. 300% growth in seven years.
The Result:
