Core Message - Crocs has launched its first global omnichannel brand campaign, "Wonderfully Unordinary," aimed at a younger generation, emphasizing authenticity and personal storytelling [1][4]. Campaign Overview - The campaign follows the previous "Come As You Are" initiative from 2017 and aims to deepen the brand's connection with consumers by celebrating individual experiences [1]. - "Wonderfully Unordinary" features a 90-second hero film directed by Adam Berg, showcasing professional dancers as mannequins, highlighting creativity and real-life expression [2]. Launch Details - The anthem film debuted in the U.S. and will be released globally on January 29, marking the beginning of a narrative that will evolve through 2026 and beyond [3]. - The campaign will encompass various platforms, including product storytelling, digital experiences, influencer partnerships, and retail activations, to create a cohesive global brand presence [3]. Brand Philosophy - Crocs aims to evoke genuine life experiences and emotions, contrasting with a culture of imitation and sameness, and promoting authenticity over perfection [4]. - The brand's message encourages individuals to embrace their true selves, reinforcing the idea that being "wonderfully unordinary" is a strength [4]. Company Background - Crocs, Inc. is a leader in innovative casual footwear, with products sold in over 80 countries through various channels, including wholesale and direct-to-consumer [6].

Company Overview - Pat McGrath Labs is a prominent beauty brand founded by influential makeup artist Pat McGrath, known for her creative vision and impact on the beauty and fashion industries [11] - King is a leading interactive entertainment company specializing in mobile games, with a mission of making the world playful and a significant player in the mobile gaming industry [10] Product Launch - The Candy Crush Saga x Pat McGrath Labs collection features a limited-edition range of lipsticks, glosses, and nail polishes inspired by the vibrant colors and themes of the Candy Crush game [4] - The collection includes MatteTrance™ Lipsticks, LUST: Gloss™, and high-shine nail polishes, showcasing iconic shades and innovative formulas [7] Marketing and Promotion - The collection's launch is accompanied by a promotional campaign where customers can enter to win a $10,000 diamond-studded surprise with every purchase of MatteTrance™ Lipsticks [5][6] - The unexpected mix-up regarding the bespoke rings has generated significant social media buzz, enhancing the collection's visibility and engagement [3] Brand Collaborations - BASLIQ, a contemporary jewelry brand, created bespoke rings for the collection, which are designed to complement the lipsticks and serve as both jewelry and beauty accessories [2][12] - The collaboration merges the playful essence of Candy Crush with the opulence of Pat McGrath's brand, appealing to both beauty and gaming enthusiasts [3]