Crocs launches comfort rescue at Melbourne’s Spring Racing Carnival via The Taboo Group

Crocs has a reputation for comfort at the cost of looking good. Whilst proud of their synonymy with comfort & utility Crocs are keen to refresh the way the public view the product.

In order to diffuse its perception as the practical and “daggy” staple The Taboo Group has developed a new online video positioning it as the comfortable alternative as opposed the ugly duckling of the footwear world.

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With Spring Carnival regarded as the place to put your best (fashionable) foot forward Taboo felt this was the perfect environment for the brand to close the gap between ‘comfort’ and ‘cool’.

Filmed by PurpleMonky, the comfort rescue is set amidst the race day aftermath wherein a female race-goer is saved from her torturous stilettos and slips into a pair of Crocs, thanks to the branded Comfort Crew.

To tie in with the theme of this repositioning endeavour the clip was launched following the Melbourne Cup Day festivities via social media and influencer seeding.

Libby McEniry, brand manager (Crocs Australia & New Zealand), says the rescue provided the “ultimate service” to women struggling out of the race grounds after a long day in heels.

Says McEniry: “Seeing the reactions of women rescued from their barefoot walk was a lot of fun, but for Crocs, it was more than a rescue. We really want to get the message out there that we are so much more than a clog these days. For years our brand has been synonymous with “that shoe” but our goal is to share the experience of what our shoes are really about – comfort, colour, fun and innovation – by getting every Australian into a pair of our thongs this Summer.”

Says Symon van Haalen, account director (Taboo): “Comfort and the Spring Racing Carnival aren’t words that get used together. We hope that women will related to the video, and coupled with topical nature of the launch, share it with friends.”