São Paulo Alpargatas: Havaianas - Identity

Back in the early 1990s, sales of Havaianas (flip-flop-style sandals) were in decline in Brazil because its image was aging and it was perceived merely from a practical, price-based standpoint.

São Paulo Alpargatas: Havaianas - Identity

AlmapBBDO

SUMMARY

Havaianas is a classic example of the motto “less is more”.

It proves that 30cm of rubber plus 2 straps is all it takes for a flip-flop to be comfortable, beautiful and practical.

In order to communicate the brand and to turn it into one of the coolest, most desirable products in the world, a strategy with a clear objective was designed: to go back to Havaianas’s roots of Brazilian-ness and simple beauty.

That’s how communication turned a mere flip-flop, which was previously worn by people to go to the beach or...

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