Intro to Ad UC Berkeley class presentation.

1. UC BERKELEY EXTENTION
ntro to Advertisement
by Lisandra Maioli
February 12, 2013

2. Havaianas,
50 years

3. 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

4. New
positioning

5. Before After
Havaianas sandals were The brand is still perceived as
1994
sold to every socio- durable, hygienic and
economic class with offering excellent value for
no differentiation. money. But it has also come to
They were considered be associated with the
practical footwear Brazilian identity - youthful,
offering value for money. happy, relaxed and stylish .
But this led to the It has become an outdoors
sandals being product, comfortable for the
perceived as a beach, heat and holidays. Today,
brand for the poor. Havaianas has more than 80
http://migre.me/ddF6O
models in 60,000 colours .

6. “Everybody wears
Havaianas
anywhere”

7. In 2007 and 2008
“ 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.”
http://migre.me/ddF6O

8. We are
Havaianas

9. We are Havaianas:
http://youtu.be/Lpg1l76aLX4

10. Havaianas
Identity

11. Havaianas Identity:
http://youtu.be/S5narJyxKH4

13. Havaianas messages:
Original/Comfort/
Fashion/Colorful/
Variety/Customized/
For everybody

17. Brazilian
Campaign

18. “Everybody wears
Havaianas
anywhere”

19. Brazilian campaign:
2 people in a ordinary
(but funny) scene of
everyday life

20. The
Honeymoon
(my choice)

21. Honeymoon:
http://youtu.be/g9TavXkP3EQ

22. We are proud of Havaianas:
An International brand
with a Brazilian soul

23. More videos about Havaianas:
https://www.youtube.com/havaianasofficial

24. OBRIGADA!
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