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Havaianas is color & simplicity
Known as truly Brazilian
With the aspiration of become something more
NOW

BRAZIL

COLORS
Fresh design | Vivid colors
our case

RUSSIA
Complex Ego Minimalism _Women
There is a millennial creative class in Russia - very aspirational.
Russian Millennials have...
Answering to target:
!

Individualism | Optimistic | Ask for more
!

More European | Aspirational | Different | Tech
Hyperc...
Colors for change
Color =Tradition

Link colour with emotional change. But not dramatically.

Color = Revolution
Product Function

Culture Context

Brand Relevance

A flip-flop based
on colors.
Truly brazillian.

Millenials aspire
for ch...
Campaign Idea
Unlimited Colors
(Havaianas helps embrace change)
Havaianas puts color in your life.
unlimited

Colors
ATL _unlimited Colors: essence
“colored ducks on Saint Petersburg river?”

SONY - Colours like no other 2008
Brand	
  ques+ons	
  

What	
  does	
  the	
  brand	
  stand	
  for?	
  
Help embrace change through emotional easy adapta...
Continuation of Brand idea/essence/purpose
Based on the sharing idea within the community
Q&A

спасибо!
(gracias!)
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Havaianas Launch: Strategy Planning Challenge

Havaianas Launch in Russia during Winter was my first presentation in "Strategy Ideas in 10 slides" for my Strategy Planning Master in TAG (The Atomic Garden).
Challenge determined by Ramón Jimenez (Strategy Planner JWT, New York).

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Havaianas Launch: Strategy Planning Challenge

  1. 1. Havaianas is color & simplicity Known as truly Brazilian With the aspiration of become something more
  2. 2. NOW BRAZIL COLORS Fresh design | Vivid colors
  3. 3. our case RUSSIA
  4. 4. Complex Ego Minimalism _Women There is a millennial creative class in Russia - very aspirational. Russian Millennials have the FOMO and is expanded on Social Media, also they want to be part of a gang while also 999 being unique. Most used SM (Vkontakte) is know for being very egocentric, nudity and show off. Not much for connect with friends. Change for the future is embraced for more “international openness” but most “change challenges” are taboo (homo, drugs, politics, …)
  5. 5. Answering to target: ! Individualism | Optimistic | Ask for more ! More European | Aspirational | Different | Tech Hyperconnected millenials girls- FOMO is mainstream - Leaders Linking the communication with highly aspirational, premium products
  6. 6. Colors for change Color =Tradition Link colour with emotional change. But not dramatically. Color = Revolution
  7. 7. Product Function Culture Context Brand Relevance A flip-flop based on colors. Truly brazillian. Millenials aspire for change. Quality+Simplicity is embraced. Enable embrace change through colors. Extend brand value to brand’s products depth. Brand Idea Colors for Russia
  8. 8. Campaign Idea Unlimited Colors (Havaianas helps embrace change) Havaianas puts color in your life.
  9. 9. unlimited Colors
  10. 10. ATL _unlimited Colors: essence “colored ducks on Saint Petersburg river?” SONY - Colours like no other 2008
  11. 11. Brand  ques+ons   What  does  the  brand  stand  for?   Help embrace change through emotional easy adaptation: Puts color in your life ! Campaign  ques+ons   How  does  the  brand  fit  in  modern  Russian  culture?   Like a emotion adaption helper - tension break enabler ! What  human  needs  are  we  solving  for  people?   Adding emotion and change embracement to your daily life Are  there  any  brand  or  product  associa7ons   I’d like to associate with the tech communication Apple(:for the colorful) campaign, Sony (Colors) What  are  the  human  mo7va7ons  we  are  aligned  with?     Freedom for international openess - change for the future Are  the  values  of  the  brand  relevant  to  Russian  society?     Yes. The values of the brand tries to help daily monotone white winter life ! ! What  is  the  tension  in  people’s  lives  that  we  help  alleviate?   Russian Millennials girls want to show their openness to change but with a taboo experience ! ! What  is  the  local  interpreta7on  of  the  brand’s  global  values?   Colours are identified as change, dinamism is associated with future ! What  connota7ons  and  associa7ons  carries  Brazil?   Happiness, freedom, passion, endless summer Engagement  Strategy   What  percep+ons  or  behaviors  will  we  be  tapping  into?   We’re  breaking  taboos.   ! What  is  the  role  of  the  brand  in  the  lives  of  these  consumers?   A  drop  of  color  in  everyday  rou9ne   ! How  will  the  idea  demonstrate  our  purpose?   By  applying  colours  in  daily  rou9ne  habits   ! Where  is  the  idea  most  likely  to  land?   On  millenial  girls  that  embraces  change  but  treats  it  as  a  taboo   ! What  connec7ons  will  we  turn  on  to  get  trac7on  for  the  idea?     That  the  Russian  millenials  want  to  keep  their  tradi8on  while  embracing  change  and  openess   ! What  are  the  mechanics  and  key  drivers  for  making  it  get  picked  up,  played  with  and  passed  on?   Adap8on  on  target,  target  is  aspira8onal  and  hyeprconnected  and  while  offering  differenta8on  it  can  also  diverts  on  “gang/community   iden8fica8on”
  12. 12. Continuation of Brand idea/essence/purpose Based on the sharing idea within the community
  13. 13. Q&A спасибо! (gracias!)

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