NEW YORK — Crocs has high hopes for a comeback. Three inches high, in fact. A new line of strappy red high heels, casual leather loafers and peep-toe slingbacks is part of an ambitious bid for a company that grew quickly but tripped when the fad for its quirky clogs faded.
Love them or hate them — and chances are it is one or the other — Niwot-based Crocs wants people to think past that ugly-but-comfortable clog with the goofy holes and think more of, well, regular shoes.
The company’s “Feel the love” advertising campaign pushes more than 20 new styles with cloglike mascots named “Croslite” to play up the shoes’ comfort. Crocs’ first national TV campaign features the mascots helping people and their aching feet.
The mascots are named for the technology and material that Crocs says make its shoes comfortable. The rubbery material conforms to feet, absorbs impact and carries no odor because it is anti-microbial. No matter the new style, the technology is there, Crocs says.
The company won’t say what it is spending but says it is a significant chunk of its marketing budget.
“They got famous for a cheeky, quirky look. We want to make sure the next wave of growth is on the authentic truth of the brand,” said Marshall Ross, chief creative officer of Cramer-Krasselt, the ad agency behind the campaign. “That’s how a fad brand can become an enduring, growing brand for the ages, versus a brand for the moment.” The Associated Press
