Crocs debuts new global campaign targeting younger consumers
Nearly 10 years after the last one, the casual footwear brand has launched a new global narrative. Wonderfully Unordinary is designed to reposition the brand, especially in the eyes of younger consumers
Crocs aims to move beyond belonging to becoming, “reflecting a shift towards growth, self-expression and the future of both consumers and the Crocs brand”. It is the brand’s first global omnichannel campaign since the launch of the Come As You Are campaign in 2017.
The launch of Wonderfully Unordinary is intended to appeal particularly to a new generation of young people, who recognise that everyone’s perception of the world is different, and that each person has the ability to shape their own experience of it.
“Since joining Crocs, I’ve seen firsthand how the brand brings joy to everyday life and invites people to experience the ordinary in wonderfully unordinary ways. That same spirit resonates with today’s generation, who are learning to trust their instincts, cut through the noise, and stay true to who they are”, said Carly Gomez, Chief Marketing Officer at Crocs.
The campaign launched with a 90-second film created by Flower Shop and directed by Adam Berg. Filmed in São Paulo, the film features dancers brought to life through bold visual effects, and was conceived to reinforce Crocs’ belief in creativity and self-expression.
However, from 2026 onwards, the Wonderfully Unordinary platform will encompass product storytelling, digital and social experiences, talent and influencer partnerships, retail activations and out-of-home advertising.
Image Credits: prnewswire.com
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