Brand prepares actions in Paris and on social media to engage fans during the Olympic Games.
A Havaianasthe official sponsor of the Brazilian Olympic and Paralympic Committees, has announced one of its biggest marketing efforts of the year. Before and during the Games, the flip-flop brand synonymous with the category will run an integrated campaign that celebrates its Brazilianness and involves a team of athletes, influencers and partnerships with far-reaching programs.
“We are very proud to be supporting the COB and CPB for the second consecutive time in the world’s biggest sporting event. In this Olympic cycle, we will bring a strong and exciting campaign that highlights the best of our Brazilianness and shows that Havaianas is the official uniform of all Brazilians, whether they are Brazilian by blood or by heart,” says Maria Fernanda Albuquerque, Global VP of Marketing at Havaianas.
Athlete squad
To amplify the campaign, a true delegation was called to be part of the brand’s influencer team, including Rebeca Andrade in artistic gymnastics, Dora Varella in skateboarding, Pepê Gonçalves in canoe slalom, Darlan Souza in volleyball, and the beach volleyball duo Ana Patrícia and Duda. In partnership with Havaianas, these names will share various content celebrating their participation in the Olympics and bringing interesting facts from behind the scenes of the Games.
The brand is also preparing to launch a film that celebrates its connection with Brazilianness and the Brazilian people. In it, the iconic flip-flop Havaianas Brazil Logowhich will also be worn by athletes at the opening of the games, features real-life characters, conveying the essence of Brazilian culture, its swing and joy, all the way to Paris. With a special appearance by gymnast Rebeca Andrade, gold medalist at the last edition of the Olympics, the film will be released days before the opening of the games, in a commercial for the Fantástico program on TV Globo, and on Havaianas’ social media.
Partnerships with streaming services and influencers
In addition to partnerships with athletes and the television film, Havaianas is investing in strategic streaming actions. Igão and Mitico, podcast hosts Podpahreceived Valentina Bandeira and Láctea, members of the brand’s influencer team for the campaign, in a special program sponsored by the brand, which was broadcast last Thursday (4), and featured Fátima Bernardes as a special guest.
In partnership with Cazé TV, Havaianas will be featured prominently in the broadcast of the opening ceremony of the Games and in content on the channel’s social media channels. Live, commentators will highlight the use of the Havaianas Brasil Logo flip-flop as the official uniform of Team Brazil in the ceremony parade, emphasizing the emotional connection with Brazilians.
TV host Sabrina Sato, the brand’s ambassador, will also be part of the campaign’s content series. To complete the team of influencers, Havaianas will have Brazilians by blood, such as influencers Igão, Mitico, Láctea, Samanta Alves and Vira Lata Caramelo, as well as Brazilians by heart, such as comedians and influencers Valen Bandeira and Paul Cabannes. Content related to the Games has already started on Havaianas’ and its delegation’s social media. In addition to the partnerships, the brand is planning actions and activations in Paris during the games.
The agencies leading the campaign are: DOJO, responsible for creating the concept, films and visual identity used globally; GALERIA.ag, in charge of creating the campaign, digital strategy, influencer marketing and CRM for the brand; Almap, which takes care of offline media; Ágora, leading the global PR strategy; and LEMA, responsible for PR in Brazil.
*Photos used for the cover: Disclosure/Havaianas
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