Crocs Brand Finds Its Comfort Zone

NEW YORK Omnicom Group’s 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.

TDA Advertising & Design in Boulder, Colo., had previously worked on the business.

“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.”

Michael Goldberg, chief marketing officer at Zimmerman in Fort Lauderdale, Fla., said the agency would position Crocs not as a fashion brand, but as a company that is “anti-everything bad.”

Crocs are made from an odor-fighting anti-microbial resin and they “add comfort to everything we do,” Goldberg said. That construction will inform the content of upcoming campaigns.

Last week, the company expanded a deal with the National Hockey League to license logos for all 30 NHL teams and signed a similar deal with the NFL.

Zimmerman in October added Carnival Corp.’s Seabourn Cruise Line to its client roster. Other business at the shop includes Nissan, ShopKo and Six Flags.