havaianas brasil-honeymoon-slideshare
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by Lisandra Maioli
UC BERKELEY EXTENTIONUC BERKELEY EXTENTIONIntro to AdvertisementIntro to AdvertisementUC BERKELEY EXTENTIONUC BERKELEY EXTENTIONIntro to AdvertisementIntro to Advertisement
February 12, 2013
Havaianas, Havaianas, 50 years50 years
Havaianas, 50 years
“(in 2011), 210 million pairs of Havaianas were sold worldwide. Even with 15 percent of total production exported to some 80 countries, enough of the sandals were sold in 2011 for nearly every man, woman and child in Brazil.”
http://migre.me/ddE2d
New New positioningpositioning
19
94Havaianas
sandals were sold to every socio-economic class with no differentiation. They were considered practical footwear offering value for money. But this led to the sandals being perceived as a brand for the poor.
Before AfterThe brand is still
perceived as durable, hygienic
and offering excellent value for
money. But it has also come to be
associated with the Brazilian identity -
youthful, happy, relaxed and stylish.
It has become an outdoors product,
comfortable for the beach, heat and holidays. Today,
Havaianas has more than 80 models in
60,000 colours.
http://migre.me/ddF6O
“Everybody wears
Havaianas anywhere”
“ The company launched the Havaianas brand in New
York and Paris, respectively. The brand was positioned at the higher
end, as there was an abundance of low-cost
competitors. The makeover of Havaianas in Brazil had
already catapulted it into the premium segment.”
In 2007 and 2008
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We are We are HavaianaHavaianass
We are Havaianas:
http://youtu.be/Lpg1l76aLX4
HavaianaHavaianas Identitys Identity
Havaianas Identity:
http://youtu.be/S5narJyxKH4
Havaianas messages:
Original/Comfort/Fashion/Colorful/ Variety/Customized/For everybody
Brazilian Brazilian CampaignCampaign
“Everybody wears
Havaianas anywhere”
Brazilian campaign:
2 people in a ordinary (but funny) scene of everyday
life
TheTheHoneymooHoneymoonn
(my choice)(my choice)
Honeymoon:
http://youtu.be/g9TavXkP3EQ
We are proud of Havaianas:
An International brandwith a Brazilian soul
More videos about Havaianas:
https://www.youtube.com/havaianasofficial
OBRIGADAOBRIGADA!! http://www.slideshare.net/lmaioli