havaianas brazil - honeymoon
DESCRIPTION
Intro to Ad UC Berkeley class presentation.TRANSCRIPT
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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
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Havaianas, Havaianas, 50 years50 years
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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
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New New positioningpositioning
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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
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“Everybody wears
Havaianas anywhere”
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“ 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
http://migre.me/ddF6O
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We are We are HavaianaHavaianass
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We are Havaianas:
http://youtu.be/Lpg1l76aLX4
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HavaianaHavaianas Identitys Identity
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Havaianas Identity:
http://youtu.be/S5narJyxKH4
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Havaianas messages:
Original/Comfort/Fashion/Colorful/ Variety/Customized/For everybody
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Brazilian Brazilian CampaignCampaign
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“Everybody wears
Havaianas anywhere”
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Brazilian campaign:
2 people in a ordinary (but funny) scene of everyday
life
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TheTheHoneymooHoneymoonn
(my choice)(my choice)
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Honeymoon:
http://youtu.be/g9TavXkP3EQ
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We are proud of Havaianas:
An International brandwith a Brazilian soul
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More videos about Havaianas:
https://www.youtube.com/havaianasofficial
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OBRIGADAOBRIGADA!! http://www.slideshare.net/lmaioli