Crocs Dances into Second Year of “Come As You Are” with a Musical Starring Drew Barrymore
22 March 2018 - 12:00AM
Business Wire
The musical celebrates what people can do when
they’re comfortable in their own shoes
Crocs, Inc. (NASDAQ: CROX), a global leader in innovative
casual footwear for women, men and children, today kicks off the
second year of its “Come As You Are” global marketing campaign. For
2018, “Come As You Are” transitions from an invitation to all
one-of-a-kinds to a celebration of uniqueness and individuality,
encouraging everyone to be comfortable in their own shoes. The
campaign is led by a feature film-inspired musical starring a
singing and dancing Drew Barrymore, with versions featuring the
brand’s global celebrity cast.
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Brand ambassador Drew Barrymore wears
Crocs Isabella Graphic Sandals in the brand’s feature film-inspired
musical for year two of its "Come As You Are" campaign. (Photo:
Business Wire)
“When we were discussing how to make ‘Come As You Are’ bigger
and better for 2018, a musical was the first thing that came to my
mind,” Barrymore said. “I’m not a singer or a dancer, but for this
campaign to celebrate what is achievable when we are comfortable
just being ourselves, I wanted to get outside of my comfort zone. I
love how it turned out and it has proven to me that when you’re
comfortable in your own shoes, you can do anything.”
The goal of “Come As You Are” is to spark conversation around
what people can do when they’re comfortable in their own shoes –
bringing authenticity and humanity to the campaign message. It will
run in markets around the world and be driven by a mix of digital
advertising, social media activations and influencer
partnerships.
Crocs began its partnership with the Golden Globe Award-winning
actress, producer, director, author, and mother to launch last
year’s “Come As You Are” campaign. The partnership has evolved to
include a line of special-edition footwear styles for women and
children, the Drew Barrymore ♥ Crocs Collection, which launched
earlier this year.
Crocs’ most popular collections will be showcased throughout the
campaign, including LiteRide™, the brand’s newest innovation in
comfort technology, Crocs Isabella, Swiftwater and, of course, the
iconic Classic Clog.
“If ‘comfort’ is our truth, then ‘Come As You Are’ is our rally
cry,” said Terence Reilly, Chief Marketing Officer, Crocs. “We hope
that Drew’s performance, coupled with our brand activations on
social media, not only entertain but inspire consumers around the
world to poke holes in convention, share their most comfortable
moments and, most importantly, celebrate everything that makes them
unique.”
Crocs will kick-off year two of “Come As You Are” by partnering
with Snapchat to create a custom Audience Lens. The Audience Lens
allows Snapchat users to feel comfortable in their own shoes by
engaging with an original Lens that places the user’s face directly
inside a Crocs Classic Clog. Snapchat users will be able to choose
from three different colorways while singing or dancing along with
a portion of the musical’s audio track, placing them further inside
the “Come As You Are” experience.
Returning as global brand ambassadors and starring alongside
Barrymore in an all-cast version of the musical are YOONA, the
South Korean musician and actress who broke onto the scene in 2007
as a member of Girls’ Generation, and Henry, an international
singer, songwriter, musician and composer.
“From day one, I knew ‘Come As You Are’ would be successful,”
Henry said. “We’ve all had ups and downs, highs and lows. ‘Come As
You Are’ celebrates all of life’s moments and makes you proud to be
you. The musical does that in an even more upbeat, fun and positive
way.”
To learn more about the “Come As You Are” campaign,
visit www.crocs.com/comeasyouare.
About Crocs, Inc.
Crocs, Inc. (Nasdaq: CROX) is a world leader in innovative
casual footwear for women, men and children, combining comfort and
style with a value that consumers know and love. Every pair of
shoes within Crocs’ collection contains Croslite™ material, a
proprietary, molded footwear technology, delivering extraordinary
comfort with each step.
In 2018, Crocs reinforces its mission of “everyone comfortable
in their own shoes” with the second year of its global Come As You
Are™ campaign. To learn more about Crocs or Come As You
Are, please visit www.crocs.com or follow @Crocs on
Facebook, Instagram and Twitter.
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version on businesswire.com: https://www.businesswire.com/news/home/20180321005026/en/
Crocs, Inc.Ryan Roccaforte,
720-378-1048rroccaforte@crocs.com
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