1. UC BERKELEY EXTENTION
ntro to Advertisement
by Lisandra Maioli
February 12, 2013

2. Havaianas,
50 years

3. Havaianas, 50 years
“(in 2011), 210 million pairs of
Havaianas were sold worldwide .
Even with 15 percent of total
production exported to some 80
countries, enough of the sandals
were sold in 2011 for nearly every
man, woman and child in
Brazil.” http://migre.me/ddE2d

4. New
positioning

5. Before After
Havaianas sandals were The brand is still perceived as
1994
sold to every socio- durable, hygienic and
economic class with offering excellent value for
no differentiation. money. But it has also come to
They were considered be associated with the
practical footwear Brazilian identity - youthful,
offering value for money. happy, relaxed and stylish .
But this led to the It has become an outdoors
sandals being product, comfortable for the
perceived as a beach, heat and holidays. Today,
brand for the poor. Havaianas has more than 80
http://migre.me/ddF6O
models in 60,000 colours .

6. “Everybody wears
Havaianas
anywhere”

7. In 2007 and 2008
“ The company launched the Havaianas
brand in New York and Paris,
respectively. The brand was positioned at
the higher end, as there was an
abundance of low-cost competitors. The
makeover of Havaianas in Brazil had already
catapulted it into the premium segment.”
http://migre.me/ddF6O

8. We are
Havaianas

9. We are Havaianas:
http://youtu.be/Lpg1l76aLX4

10. Havaianas
Identity

11. Havaianas Identity:
http://youtu.be/S5narJyxKH4

13. Havaianas messages:
Original/Comfort/
Fashion/Colorful/
Variety/Customized/
For everybody

17. Brazilian
Campaign

18. “Everybody wears
Havaianas
anywhere”

19. Brazilian campaign:
2 people in a ordinary
(but funny) scene of
everyday life

20. The
Honeymoon
(my choice)

21. Honeymoon:
http://youtu.be/g9TavXkP3EQ

22. We are proud of Havaianas:
An International brand
with a Brazilian soul

23. More videos about Havaianas:
https://www.youtube.com/havaianasofficial

24. OBRIGADA!
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