RAGÚ operates in the packaged foods industry, specifically within the shelf-stable pasta sauce category. This space is a subset of the broader consumer packaged goods (CPG) sector, catering to convenience-driven home cooks seeking quick, flavorful meal solutions. RAGÚ, with its deep Italian-American heritage, serves as a pantry staple in households seeking accessible, family-friendly meal foundations.

TO BEGIN, WE TURNED FAN-FICTION DREAMS INTO REALITY. IT’S A LITTLE BIT COUNTRY. A LOTTA BIT WTF.

To celebrate Crocs fans, we wanted to recognize their creativity and give them what they wanted. Social listening told us they wanted a cowboy boot, done Crocs style. So, Crocs got to work. In the first week of Croctober, we shared a teaser video for the boot in social. Within hours it went viral, trending #1 on Google. By the time the boot dropped, it was picked up by all major media outlets including CNN and Jimmy Fallon.

THE INTERNET WENT WILD

THE PRESS DID TOO

MEGAFANS GOT FIRST DIBS

We followed the boot tease with an announcement of our 95 Official Croc Stars — our term for the biggest and most creative Crocs fans in the world. Crocs sent them the Crocs Classic Cowboy Boot before anyone else could get their feet in it, and included a special metal Jibbitz charm that labeled them an official Croc Star. Immediately, our Croc Stars started posting organic content showing them unboxing the boot. The social sphere saw it — and went crazy for it. We directed everyone to a Croctober landing page which featured a boot release countdown and UGC video content celebrating the epic creativity of our fans.

AND THEY CREATED MEGA HYPE

ON CROC DAY, WE KICKED IT UP A NOTCH

Croc Day - a day infamously created by Crocs’ most loyal fans - is celebrated annually on the 23rd day of Croctober. And this year, we wanted to create the biggest moment in Croc Day history. So, it was only appropriate that Crocs released its Classic Cowboy Boot for everyone on that special day. It sold out in as little as an hour across the globe.

AND ALL OF OUR FANS HAD STARS IN THEIR EYES

Crocs couldn’t stop, wouldn’t stop celebrating its fans. So after Croc Day, we had one additional surprise in store for our fans. We purchased actual stars through the Star Registry in the name of our Croc Star Mega fans around the world, and revealed that the stars aligned to form the universe’s first-ever Crocstellation! A clog-shaped star cluster that will rock on in the sky for millions of years to come. We directed our fans to a mobile web page with an AR filter that made it easy to spot our Crocstellation in the sky. If fans shared a screenshot of the experience, they were entered to win a sweepstakes in which 5 additional fans would be forever commemorated as Croc Stars, themselves.

PARTNERS

SEE Y’ALL NEXT CROCTOBER