Havaianas Hot Summer Nites
Lizzy Pollott, Matt Spector and Jennifer Ekeleme
Campaign details
Brand owner: Alpargatas USAAgency: CakeBrand: HavaianasCountry: The United States
Executive summary
With big players jostling for their own share of the US flip-flop market, Brazilian-born brand Havaianas needed to differentiate itself to create awareness – and drive sales – in the US.
The Brazilian brand's heritage and affordable style meant it could make fashion available to the masses – Havaianas needed to take this ownable territory and then build an emotional connection with fans. With summer 2012 approaching, a campaign...