(That Thing I Do)

What’s This Hoo-Ha With Crocs Marketing Strategy?

Allow me to first address you, dear readers, that I’ve not been requested to write this article, nor have I been pressured, coaxed or persuaded in any way to express my opinions in this article by any party including Crocs Malaysia or their representatives. I’m writing article voluntarily, in tandem with other people whom I know personally and share a similar stance as myself. Call it a collaborative defense, if you will.

Alright – now that I’ve gotten the formalities out of the way. Recently the Social Media Club KL had their 7th official event for a case study night . I’ll spare the details on the entire sequence of events, which you can just read from the official event post , but I’d like to highlight a single “incident”, and the backlash that it received from certain individuals.

Crocs Malaysia marketing representative Joanne Kay had mentioned that one of the Crocs official bloggers, Feeq , was selected for his reach to the Malay racial demographic. Race. Why this is still such a touchy topic remains a mystery to me, but it nevertheless is an axiom of daily life in Malaysia.


Race. Race. Race.

There. I said it. Taboo word? Race. Race.

While it may or may not have been prudent for an individual in an official representing position to even graze against sensitive issues like race, the backlash that it received (fromthis site in particular) are not warranted. It would seem more of a deliberate attempt to attack and sabotage the reputation of Crocs Malaysia. How do I justify this retort?

Take for example, that if I were to stand up in the middle of a serious meeting with a client and announce that I’m wearing pink boxers. Appropriate? No. Should I expect a reaction for my actions? Yes. The question is, should I receive backlash for wearing pink boxers, or for saying it aloud? It’s my prerogative to wear what I like, though perhaps I shouldn’t have said it.

The backlash that Crocs Malaysia has received from certain individuals was not on their strategy and not their statement; which is uncalled for.

Furthermore, I’d like to highlight that race is indeed a common demographic used in marketing , especially in multi-racial Malaysia.

So, who’s the real racist now – the one who uses race as a demographic, or perhaps the individuals whose reaction was apparently stemmed from the fact that some other race was mentioned?

Race. Pfft . Get used to it.

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