Crocs
CROCS
Edward Wunsch Dir.-Mktg.
John Gvazdinskas Sr. Brand Mgr.
TIMEZONEONE
Raewyn Topp Global Mktg. Mgr. & Brand
Strategist
Bronwyn Gay Creative Dir.
Tim Chapman Creative Team Leader
Richard Tattershaw Creative Dir.
Richard McDonald Acct. Dir.
ZIMMERMAN
Steve Kurtzer Retail Media Dir.
Ilana Casser Sr. Media Planner
Fred Zuckerman Exec. VP-Media Services
TAKE A CLOSER LOOK
Essentially a startup company, Crocs faced a number of challenges: It was a one-product company; was competing in a market dominated by global brands; and was battling an onslaught
of copy-cat rip-offs fighting against its hero shoe, the classic clog.
Despite these challenges, the plan grew new shoe styles to 67%
of total sales. In addition to growing total Crocs sales to 19 million
pairs, 180% above target. The key was a big idea based on consumers’ love of discovering unique Croc’s benefits that outweigh
their unusual appearance. The agency hid Crocs in eye-popping
creative thus capturing the idea of discovery.
Jack in the Box
JACK IN THE BOX
Terri Graham Exec. VP-CMO
Greg Joumas Divisional VP-Mktg. Comm.
Tammy Bailey Divisional VP-Menu Mktg. &
Promo.
SECRET WEAPON MARKETING
Dick Sittig Founder-Creative Dir.
Joanne O’Brien Acct. Dir.
Katie Rootlieb Mgmt. Super.
David Measer Dir.-Acct. Planning
Cameron Webb Assoc. Creative Dir.
Leah Dieterich Assoc. Creative Dir.
HORIZON MEDIA
Priscilla Hoe
SIRLOIN VS. ANGUS
A small fish in a very big pond, Jack in the Box is a regional player
with a fraction of the units and a tiny percentage of the big guys’
media spending. In order to launch the new big Sirloin Burger, Jack
in the Box sought to de-position the competitors’ big burgers by
making light of their quality cue, Angus, and pointing out that it’s
one letter away from sounding like, well, something else. It was a
judo move that both increased the power of the Sirloin message
and de-positioned the competition’s Angus messages, powering
Jack in the Box to its best sales year ever.
