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Marketing Highs
Footwear News, Sep 15, 2005
Most Endearing: Crocs
Crocs takes a preemptive strike of sorts with its current “Ugly can be beautiful” campaign, embracing the quirkiness of its colorful clogs and creating a memorable voice. (This is the brand’s first consumer ad campaign, after all.) According to Jonathan Schoenberg, creative director at TDA Advertising & Design, the Boulder, Colo.-based agency behind the effort, the concept sprang from the general reaction people had upon seeing the shoes for the first time-the so-called “Those are so ugly I love them” effect. The goal was to promote the shoes’ comfort, unique styling and economic price in a likeable way. Mission accomplished. EXECUTION: Vanity Fair, Rolling Stone, Time, GQ, Men’s Journal, Real Simple, Time Out New York.
Brian Russak
Download: TravelAge West.pdf
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