In a new communication, the brand seeks to pay homage to its classic flip-flops
Havaiaas presents a new campaign, “S Havaianas Havaianas”. With a creative concept by AlmapBBDO, the brand seeks to reinforce its positioning as a leading brand in the category, bringing functional attributes and paying homage to its classic flip-flops.
The brand invited Sabrina Sato to star in the TV film that aired firsthand, during the Fantstico halftime, last Sunday (1/10). In communication, Sabrina acts in a dialogue highlighting the authenticity and quality of Havaianas. The commercial is a celebration of Brazilianness and aims to reinforce the emotional connection between Brazilians and the brand, reaffirming that “S Havaianas Havaianas”.
“This campaign goes far beyond a light, colorful, humorous TV film, our trademark in Brazilian advertising. With S Havaianas Havaianas, we are showing that we are a unanimous brand, a national preference and loved by Brazilians”, highlights Mariana Rhormens, marketing director of Havaianas Latam.
For Sabrina Sato, “Havaianas is part of our life! We wear it to stay at home, to go out, to travel, we even make Havaianas a secret friend. I remember the brand’s memorable commercials, I always had that expectation of who we would see next campaign. I’m very happy to be part of this team! And to be part of this iconic commercial, a dream come true.”
The campaign has a media plan in open TV, OOH, digital media, influencer marketing, and other activations, including the wrapping of CPTM trains in São Paulo, gables in Salvador and also, as a continuation of the campaign, an action philanthropic effort to amplify the message that “S Havaianas Havaianas” with a national icon will be disseminated in the future.
“With Havaianas, we provide a unique experience to our users. Our flip-flops are as light as walking barefoot, but with an even more special touch. Furthermore, we are proud to say that we are the only flip-flop in Brazil with the IBtec seal that attests to the comfort as a product attribute. We are much more than just a slipper, we represent the essence of the Brazilian lifestyle”, says Mariana.
The campaign had five agencies and two producers involved in the entire plan. AlmapBBDO was the brain behind the concept, responsible for the creative path that plays with the fact that Havaianas is synonymous with category. CINE and Zanzar took care of the production of the film, directed by Clovis Mello, the scene director responsible for fronting at least 150 of the brand’s commercials. Labof did the strategic tying and unified thinking of the campaign in social/PR/influencer marketing – together with the BR media teams (influence mkt); MediaMonks (social content); Motto+ (PR strategy). Essence, in turn, played every strategic part of the campaign’s digital media plan, often working in synergy with BR Mdia and MediaMonks itself.
