Mariana Dutra
Planning Team at VMLY&R Brazil
New York, Stati Uniti
TitoloOreo + Havaianas
Agenzia
Campagna Oreo + Havaianas
Cliente Alpargatas + Mondelez
Marca Oreo + Havaianas
Data di Prima Diffusione/Publicazione 2021 / 9
Settore Biscotti, Pane e sostitutivi
Filosofia Havaianas and Oreo have a lot in common: a legion of passionate fans, unbridled success everywhere they go, and everybody wants them. So they came together to create a one-of-a-kind, super-special, limited capsule collection. Have you ever imagined a flip-flop with a chocolate aroma? Well, that's what Havaianas and Oreo – a Mondelēz Brazil brand – created together. The collection's Havaianas + Oreo TOP model not only has straps that smell like chocolate, but features a super-fun print on top of a sole that replicates the layers of the Oreo cookie.

The product line, which is global and will be sold in countries like the U.S., Canada, Australia, and the Philippines, will also include Oreo-shaped earphone cases and Oreo-printed toe socks, to transform any basic outfit into a stylish combo.
To bring the news to their fans, the brands' strategy was to announce a fun wedding on their social networks, starting on September 4.
One day before the playful wedding, the Hugo Gloss profile posted a story on social media announcing the arrival of a new couple, creating great buzz around the topic and leading to speculations about who it might be. In the strategy created by Oreo's advertising agency, Leo Burnett Tailor Made, other influencers helped spread the gossip and drive curiosity about the new couple, comprised of a Brazilian and a "gringo."

In Brazil, the limited collection will be available starting on September 8, while supplies last, at the Havaianas e-commerce store (www.havaianas.com.br) and the brand's brick-and-mortar stores, and also at the many Pão de Açucar, Extra, and Carrefour retail outlets throughout the country. This is the first time Havaianas makes a collaboration line available for sale in food outlets, like at supermarkets and hypermarkets.

In the other countries, sales at Havaianas brick-and-mortar and e-commerce stores will begin in September in the U.S. and Canada; the Philippines and Australia are scheduled to follow suit in November.
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