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Jan18
Advertising Crocs Footware... Is it a crock?

News today that Zimmerman Advertising has been hired by Crocs to handle the footwear company's advertising. Crocs spent $2.5 million in measured media last year, according to Nielsen Monitor-Plus. OK, so no big deal, but then I read the following… "The Zimmerman team came in with what I'd describe as a holistic approach to the Crocs brand. This wasn't simply about developing a set of ads to put more shoes on more feet," said Ed Wunsch, director of marketing at the Niwot, Colo.-based client. "Zimmerman's approach was to look at the bigger and broader opportunity for us and dig deep into this company to help develop assets that can be leveraged for decades to come." I don’t know what others may think, but I find it amusing that someone would have a “holistic approach” for plastic clogs. And even though they also make tee shirts, hats and key rings, I doubt there’s much of a franchise there that can be “leveraged for decades to come!” But, I have to admit, I am constantly surprised at how much money people blow on dumb producys.

crocs.jpg

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Wonder what landfill they'll be in in a decade or two?


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2 Comments/Trackbacks




It's called "Dumpster Clocking". How long will it take for something that's not biodegradable to biodegrade?

While I'm no fan of Crocs either, I'll be interested in seeing where Zimmerman goes with this campaign. In my mind a good marketing agency ideally should be involved and deeply ingrained in the company, because often marketers can see the best opportunities that the company may not see. Considering how popular Crocs are, they may be able to capitalize and build their brand, beyond just ads, as mentioned. Who knows... maybe Crocs will just be a fad, or maybe the company will grow into something bigger. Time will tell!

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