Havaianas Hot Summer Nites

Lizzy Pollott, Matt Spector and Jennifer Ekeleme

Campaign details

Brand owner: Alpargatas USA
Agency: Cake
Brand: Havaianas
Country: 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 needed to spark excitement and engagement around the brand's peak sales season. The challenge was seamlessly uniting the worlds of social and summer to attract new fans to the brand and continue to inspire existing ones.