Crocs: A First-Ever Product Launch

Challenge: Crocs came to Peppercommotions, Peppercom’s event management division, with one charge: to launch YOU, the company's first-ever line of high-end footwear.

Strategy & Execution: Peppercommotions created a YOU-themed launch event for fashion-forward editors and reporters at Townhouse Spa in New York City. Peppercom first clued in media that something was brewing at Crocs with a save-the-date hinting at a new line and a "new YOU." As the event approached, Peppercom sent a bookmark invitation - complete with lavender bundle and YOU by Crocs signature branding - to all invitees, providing a few more details about the launch. Journalists at outlets ranging from Cosmopolitan to Bloomberg to OK! became anxious about the unveiling. The event kicked off with a show-and-tell of the YOU line amid the beautiful décor of Townhouse Spa. Attendees were invited to see and feel the new shoes and to interact with Crocs representatives one-on-one. Following the introduction, Crocs served a healthy spa lunch and attendees indulged in a spa treatments, including a signature YOU manicure/pedicure, with a selection of bright-colored polishes coordinated with the YOU branding.

Result: The YOU launch was a first for Crocs - the company had never before hosted an official launch for any of its lines, and it received overwhelmingly positive response from industry insiders. Almost 40 members of the press filed into the Townhouse Spa, including reporters from Reuters, Fox & Friends, Bloomberg, Redbook, Marie Claire, InStyle, Cosmopolitan and more. And best of all, the company's stock price tripled on launch day.