The Difference in Marketing Tactics - Crocs USA and Crocs Korea

Crocs USA's "Sweet Shoes" campaign features a series of creative and playful images. These images compare Crocs being light like cotton candy and feeling like marshmallows. The imagery of Crocs being “light like cotton candy” emphasizes how light the shoes are. This comparison of Crocs with cotton candy highlights the comfort associated with wearing Crocs. Furthermore, comparing Crocs to marshmallows illustrates the cushioned quality of the shoes, evoking a sense of relaxation and coziness. This further reinforces the idea of comfort when wearing Crocs.

This advertisement features the K-pop group Aespa in Crocs Korea’s new campaign. As part of the campaign, the company released a limited-edition platform Crocs. As people in Korea prefer platform Crocs to elongate their legs, the design was made to specifically cater to Korean fashion trends. Additionally, the collaboration with Aespa is effective in targeting Korean consumers because many in the young generation like to copy the outfits of famous celebrities including Aespa.