Crocs is doing $3.5 Billion with this strategy

Welcome back, my enthusiastic marketing minds! 

We're back with another case study of a company that is absolutely crushing it.

Before we start, let me give you some clues, and you guess what the business is…

This company was founded in 2002, over 21 years ago!

• They are publicly traded.

• In 2021, they had revenue of 2.31 billion; in 2022, they did 3.55 billion, with a 54% increase in one year. The previous year, they had a growth of 66% in revenue.

• Over the past year, they have collaborated with huge celebrities such as Post Malone and Bad Bunny. More recently, they have leaned toward established brands and franchises like Cars and McDonalds.

• They are not vehicles, but the product has a "sports mode."

Time to Guess!

Scroll for the answer…

If you said Crocs, I think the "sports mode" may have given it away. 

Most brands innovate, adapt, and change their products to fit the ever-changing market. It's adapt or die. But Crocs in particular takes this principle and turns it on its head.

Crocs demonstrates an unparalleled ability to blend its signature style with the distinctive elements of its collaborators. These partnerships have not only elevated Crocs' appeal but have also created limited-edition collections that resonate with a broad audience.

When was the last time you heard someone talk about Crocs, wear Crocs, or consider the lucrative resale market for them? 

Probably never, until recently, when they began collaborating with considerable brands to piggyback on their brand image and relevance. 

A way to apply this on a smaller scale is to steal brand recognition for your own ads. HiSmile is doing a great job with this.

HiSmile is a flavored toothpaste company that uses fake flavors of popular brands such as PRIME Energy, Starbucks, Biscoff cookies, and Ben & Jerry's.

They call them "mystery flavors," and they are drawing so much attention.

I think drawing relevance from other established brands will be an upcoming trend in the marketing meta that we should all be looking out for. 

Happy Ad-making!