Tono de Marca

Friendly and Approachable, Playful and Humorous, Optimistic and Cheerful, Authentic and Relatable, Bold and Confident, Inclusive

Valores de Marca

• •Comfort
• •Self-Expression & Individuality
• •Inclusivity ("Delightfully Democratic")
• •Imaginative Innovation
• •Unapologetic Optimism
• •Inherent Simplicity
• •People-Purposed Design
• •Fun
• •Authenticity
• •Sustainability and Social Responsibility

Mejores Prácticas

• •Embrace Imperfection with Confidence: Don't shy away from the unique look of Crocs. Use confident, playful language that acknowledges its distinctiveness. Lean into the "ugly-cool" vibe.
• •Prioritize "Comfort" and "You": Always tie back to the core benefit of comfort and the value of self-expression. Use "you" and "your" frequently to make it personal.
• •Keep it Light, Bright, and Optimistic: Use positive language, inject humor where appropriate, and maintain an upbeat, cheerful tone. Avoid overly technical or formal jargon.
• •Be Inclusive and Inviting: Write copy that appeals to a broad audience ("for all," "everyone"). Use welcoming phrases and reflect the "Come As You Are" philosophy.
• •Encourage Interaction and Personalization: Prompt users to share their style, customize their Crocs with Jibbitz™, and join the community. Use calls-to-action that foster engagement.

Percepción Social

From "Ugly" to "Iconic/Ugly-Cool", Comfort is King, Trendy and Fashion-Forward (especially for Gen Z), Versatile and Inclusive, A Canvas for Self-Expression, Engaging and Fan-Centric

Ejemplos de Copy

• •Headline: Your Feet Called, They Want a Vacation. Body: Slip into the cloud-like comfort of Crocs. Perfect for an adventure, a chill day, or just being unapologetically you. #ComeAsYouAre
• •Headline: Official Shoe of Happy. (And Possibly a Little Bit Quirky). Body: Life's too short for boring shoes. Express every side of you with endless colors and Jibbitz™ charms. What’s your Crocs story?
• •Headline: Seriously Comfortable. Not-So-Seriously Styled. Body: We’re all about that feel-good footwear that lets your personality shine. From classic clogs to new faves, find your perfect pair at Crocs Schuhe für Alle.
• •Headline: Whoever Said You Can't Be Cute AND Comfy Lied. Body: Prove them wrong. Rock your Crocs your way – because being yourself never goes out of style. Comfort for all, style for you.
• •Headline: Warning: May Cause Extreme Comfort and Spontaneous Joy. Body: Ready to join the Crocs Nation? Experience the legendary comfort that’s got everyone talking. Find your fun at `crocs.ch`.