• Brandweek, Tuesday, April 6, 2010 10:40 AM

Elena Malykhina chats with Ken Chaplin, vp of marketing at Crocs, about its first integrated marketing effort centered on a single message: "Feel the Love." The phrase is a reference to the Croslite proprietary technology that's built into all Crocs shoes.

"This technology is what sets our shoes apart from any other in the casual footwear market," Chaplin says. "We make shoes that love you back, and people are passionate about our footwear because of this."

Crocs also wants to encourage people to take a fresh look at its product line, which is more than one style, and think of it as a "lifestyle footwear brand." In addition to the ad campaign from new lead agency Cramer-Krasselt/Chicago, Crocs will be launching programs across social media platforms in the coming months, Chaplin says.

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