Drew Barrymore is heading to Broadway. Unfortunately, she will be wearing crocs on the stage.
Crocs and Drew Barrymore have once again teamed up for the second year of the brand's “Come As You Are” global marketing campaign.
The campaign is led by a feature film-inspired musical starring a singing and dancing Barrymore, with alternate versions featuring the brand’s global celebrity cast.
The goal of “Come As You Are” is to spark conversation around what people can do when they’re comfortable in their own shoes.
“We hope that Drew’s performance, coupled with our brand activations on social media, not only entertain but inspire consumers around the world to poke holes in convention, share their most comfortable moments and, most importantly, celebrate everything that makes them unique,” says Crocs CMO Terence Reilly.
The campaign will run in markets around the world and be driven by a mix of digital advertising, social media activations and influencer partnerships.
Crocs will also be partnering with Snapchat to create a custom 'Audience Lens'. Snapchat users will be able to choose from three different filter while singing or dancing along with a portion of the musical’s audio track.
The company featured Barrymore alongside WWE wrestler John Cena in 2017, as part of the first iteration of the campaign.