Brand Tone

friendly, inclusive, vibrant, and fun

Brand Values

• •Comfort
• •Individuality & Self-Expression
• •Inclusivity & Diversity
• •Fun & Optimism
• •Innovation
• •Community

Best Practices

• •Ensure all copy reflects themes of self-expression, individuality, and acceptance. Use inclusive language that appeals to a diverse audience.
• •Use positive, energetic, and sometimes humorous language. Incorporate emojis where appropriate for social media to enhance the fun and friendly vibe.
• •Consistently remind customers of the core benefit of comfort, while showcasing how Crocs can be styled for various occasions, moving beyond just casual wear.
• •Regularly feature Jibbitz™ charms and the concept of making Crocs unique to the individual. Use calls to action that invite users to share their personalized styles.
• •Use descriptive language that evokes the colours, fun, and vibrancy associated with Crocs and complement the brand's visual identity.

Social Perception

Customers generally perceive Crocs as comfortable, appreciate the ability to personalize their shoes, and see them as an evolving fashion statement that is increasingly versatile and accessible.

Copy Examples

• •Headline: Step Into Your Happy! ✨ Body: Sunshine or rain, couch or adventure – your Crocs are ready for anything. Unbeatable comfort, endless style. Show us how you #ComeAsYouAreSA! #CrocsZA
• •Headline: Own Your Unique. Jibbitz™ Your World! Body: Don't just wear it, declare it! Your Crocs, your rules. Pile on the personality with our latest Jibbitz™ charms and let your true colours shine. What story will your Crocs tell today? #CrocsStyle #ExpressYourselfSA
• •Headline: Comfort That Hugs You Back. 🤗 Body: From morning errands to late-night laughs, experience the legendary comfort that makes every step feel amazing. Lighter, softer, more flexible – that’s the Crocs promise. Feel the love, South Africa! #FeelGoodFriday #CrocsComfort
• •Headline: Join the Crocs Nation! All Styles, All Smiles. 🎉 Body: We’re celebrating diversity, creativity, and YOU! Whether you’re a Classic Clog lover or rocking our latest collection, you’re part of the family. Tag a friend who needs to join the Crocs side! #CrocNationSA #InclusiveFashion
• •Headline: More Than Just Shoes – It’s a Vibe! 🌈 Body: Brighten up your day and your wardrobe with a splash of Crocs colour! Perfect for every mood, every outfit, every adventure. Get ready to turn heads and spread good vibes. Shop the collection online and in-store. #CrocsVibes #FunFashionZA