This document discusses a potential marketing campaign for Havaianas flip flops in Russia. It notes that Russian millennials aspire to change but some changes are seen as taboo. The proposed campaign is called "Unlimited Colors" and positions Havaianas as helping people embrace change through colorful, emotional products that add fun to everyday life in Russia. The campaign aims to appeal to aspirational, hyperconnected millennial women by tapping into their desire for openness while maintaining traditions.

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

2. NOW
BRAZIL
COLORS
Fresh design | Vivid colors

3. our case
RUSSIA

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. 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. Colors for change
Color =Tradition
Link colour with emotional change. But not dramatically.
Color = Revolution

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. Campaign Idea
Unlimited Colors
(Havaianas helps embrace change)
Havaianas puts color in your life.

9. unlimited
Colors

10. ATL _unlimited Colors: essence
“colored ducks on Saint Petersburg river?”
SONY - Colours like no other 2008

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. Continuation of Brand idea/essence/purpose
Based on the sharing idea within the community

13. Q&A
спасибо!
(gracias!)