Crocs are famous for being ugly. But what if they owned that trait?
Company Background
Business Problem
Crocs have become infamous for their embarrassing, cringe-worthy ugly design
Introduced in 2002, Crocs started with the mission to be the most comfortable shoes on the planet
Cultural Opportunity: Gen-Z Perfection Fatigue
Gen Z-ers grew up in a world in which virtual "likes" determine personal worth. They know that they are being pressured to be perfect. Pissed off, they rebel by being aggressively unglamorous.
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"Fast-rising young influencers...all reject the notion of a curated feed in favor of a messier and more unfiltered vibe. While Millennial influencers hauled DSLR cameras to the beach and mastered photo editing to get the perfect shot, the generation younger than they are largely posted directly from their mobile phones. In fact, many teens are going out of their way to make their photos look worse."
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-Taylor Lorentz in the Atlantic article charting the rise and fall of the Millennial-driven "Instagram aesthetic.
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Gen Z is more at
the risk for anxiety and depression from
pursuing high
levels of
perfection
More than half
of Gen Z-ers
admit to
daydreaming
about a life
without social
media
57% of 13-36
year-olds are tired
of seeing perfect
images in their
social media
feeds
88% of 13-36
year-olds like it
when people
showcase their
flaws and
imperfections
Gen Z influencers aren't afraid to post awkward, unedited photos
Cultural Opportunity: Clothing is a weapon for rebellion
"People want to wear [Crocs] 'cause it's gross. It's like rebelling against whatever society thinks is wrong."
-Julianna, a 17-year-old from New Jersey
Gen Z-ers are intentionally wearing so-called ugly clothes in order to destroy unrealistic standards. Counter-culture is in full throttle.
The Big Idea:
Croc-wearers destroy so-called "perfection"
Creative Example:
AD & Copy: Malaika Moyer
Step On Conventionality
TV Spot
